Miley Cyrus stars in Maison Margiela Fall 2025 Campaign. (Photos: Maison Margiela/Paolo Roversi)
Maison Margiela has revealed Miley Cyrus as its first-ever celebrity face, and the campaign has us completely captivated. The singer-songwriter and actress is the star face of the French luxury house’s Fall 2025 campaign. In some of her painterly portraits shot by Paolo Roversi, Miley wore nothing but body paint and footwear. Miley has been shot in black-and-white images, and is shown covered in white paint. According to Maison Margiela, the technique used for Miley’s photoshoots is called Bianchetto. “The white paint treatment transforms the surface into a blank canvas, enabling the revelation of the trace of time,” the brand stated.
The Bianchetto pays tribute to the Maison’s white-overpaint technique, first introduced in 1989 and originally used on furniture in the brand’s studio.
Maison Margiela had avoided featuring celebrities in its campaigns since its launch in 1988. This changed on Thursday, when Miley was announced as the face of its latest campaign. “The nudes by Paolo are so iconic and signature to his art. Standing naked for a fashion campaign felt major. All I wore was body paint and the signature painted Tabi boots. In that moment, Margiela and I became one,” Miley said in a press release.
A teaser of the campaign was shared, featuring a close-up image of Miley’s right eye, which announced her association with the Margiela campaign.
Miley has also worn some of the key looks from the collection for the campaign. According to the press statement, “The collection revolves around ‘saving and salvaging’ clothes and the notion that our most cherished staples show significant signs of use. They are crinkled, torn, mended, and handed down through generations, and the techniques used to create the collection reflect that. The Tabis worn by Cyrus, for example, were moulded like a timeworn shoe bent into shape by stomping out cigarettes.” That’s quite the way to kick things off.