Maison Margiela, once known for its rejection of celebrity culture, is stepping into a bold new chapter. This week, the maison unveiled Miley Cyrus as its first-ever celebrity face, marking a historic shift in its identity. Shot by Paolo Roversi, the campaign strips Cyrus down to Margiela’s essence: bleached brows, painted Tabi boots, and body paint evoking the house’s iconic bianchetto technique. The autumn-winter 2025 Avant-Première Collection reinforces Margiela’s ethos of wear, repair, and heritage, blending sensuality with conceptual artistry.

At the same time, Margiela announced “Line 2”, a new initiative of “intangible products” that expands the maison beyond fashion into arts and culture. Launching with an installation in Seoul by Heemin Chung and sound designer Joyul, the project underscores Margiela’s push to build deeper community connections.

From Miley Cyrus to cultural installations, Margiela is rewriting its codes, perhaps seeing a need to balance its avant-garde roots with contemporary relevance.