Summary
- Glenn Martens debuts celebrity casting at Maison Margiela with Miley Cyrus for autumn/winter 2025
- Paolo Roversi photographs Cyrus using his signature painterly style for the brand's first star-driven campaign
- The collection features deconstructed silhouettes and vintage treatments including the Bianchetto technique from 1989
Glenn Martens reaches a defining moment in his tenure at Maison Margiela. The creative director has selected Miley Cyrus for the brand's autumn/winter 2025 campaign, marking the first time a celebrity has posed for the fashion house.
This decision follows Martens' successful debut on the Paris runway last July with the Artisanal collection. The OTB-owned brand now shifts direction under his leadership with this celebrity casting choice.
Paolo Roversi captured Cyrus for the campaign using his distinctive painterly photography approach. The images show the American artist wearing pieces that emphasize lived-in appeal through deconstructed silhouettes and vintage-inspired treatments.
"Paolo's nudes are so iconic and characteristic of his art. Posing nude for a fashion campaign was an important experience. I wore only body paint and the iconic Tabi boots painted. In that moment, Margiela and I became one", Cyrus stated about the shoot.
The collection incorporates the Bianchetto technique, a signature treatment Martin Margiela introduced in 1989. This method adds vintage character to garments and connects contemporary design with the brand's historical codes.
Cyrus appears in garments designed to celebrate imperfection and create dialogue with modern fashion through unconventional construction methods. The campaign represents a departure from Maison Margiela's typically anonymous approach to advertising.
The autumn/winter 2025 collection builds on the brand's deconstructionist heritage while introducing new celebrity appeal under Martens' creative vision. This strategy positions Maison Margiela for broader market reach while maintaining its avant-garde aesthetic principles.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.