Miley Cyrus has long proven her ability to surprise and to constantly redefine her own image. Her subversive character makes her a perfect choice as the new face of Maison Margiela’s Fall/Winter 2025 campaign. Behind the lens is Paolo Roversi, the master of photography renowned for capturing intimacy and emotion, who this time presents the artist in a vision stripped of all unnecessary adornment. The result is a series of portraits in which Miley radiates authenticity and strength expressed through simplicity, perfectly aligned with the brand’s philosophy that has for decades drawn inspiration from deconstruction and the archetypes of fashion.
In a statement accompanying the launch of the campaign, Maison Margiela emphasized that the artist was captured “in a new light, stripped back and immersed in the Maison’s essential codes and archetypal expressions.” This sentiment reflects the entire collaboration. The world has seen Miley Cyrus in countless forms from Disney star, to rebellious pop icon, to an artist fully aware of her voice and her artistry yet this campaign reveals a creation that seems to reach toward her most authentic, primal identity. The FW25 imagery continues the narrative of her Something Beautiful era, where she increasingly embraces honesty, artistic cohesion, and a mature, yet still daring, expression.
In the campaign visuals, Miley appears in striking silhouettes from Maison Margiela’s Avant-Première collection, where classic tailoring meets the house’s signature deconstruction. One image shows her in dim light, with smoky eyes and a deconstructed peacoat an homage to tradition reframed through a modern lens. Even more powerful is the image of her posing nude, her body painted with white brushstrokes. This is a direct nod to Margiela’s cult Tabi shoes, while also serving as a metaphor for how the brand treats the body as a canvas for artistic expression. In this vision, Miley becomes the surface upon which the house writes its story, blending corporeality, art, and fashion into one bold statement.
Accessories play a crucial role in the campaign, adding further layers to the narrative. Cyrus showcases leather handbags in timeless shades of black and brown, which, paired with the artistic imagery, gain symbolic weight. Accompanied by Margiela’s signature white brushstrokes, the accessories transcend their function, becoming integral to the brand’s storytelling one that moves fluidly between minimalism and conceptual experimentation.
What makes the Fall-Winter 25 campaign particularly striking is its deliberate departure from the excess and maximalism often associated with earlier stages of Miley’s career. Instead of loud spectacle, we are presented with a mature, self-assured vision of the artist, where silence and simplicity emerge as a manifesto in themselves. Maison Margiela and Miley Cyrus meet at a shared point of exploration—pushing boundaries and searching for new forms of authenticity. In Paolo Roversi’s hands, the campaign captures the moment where fashion stops being merely visual spectacle and transforms into a sincere, daring story of identity.
Photos courtesy of Maison Margiela / Paolo Roversi
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