Maison Margiela has unveiled its Fall/Winter 2025 campaign, and with it a new phase in the construction of the Miley Cyrus myth. Captured through the visionary lens of Paolo Roversi, the artist strips away all artifice to embody the Parisian maison’s most elemental codes with rawness and sophistication. The proposal is a visual manifesto that positions Cyrus as an icon in constant deconstruction, a figure who embodies the tension between vulnerability and strength, between past excess and present refinement.
The relationship between Cyrus and Margiela seems inevitable when considering the singer’s career. Forged in mainstream culture through the Hannah Montana phenomenon, the artist has dedicated the last decade to a surgical process of self-dismantling: challenging expectations, disrupting the media narrative, and reformulating her identity time and again. If the Bangerz (2013) and Miley Cyrus & Her Dead Petz (2015) periods embraced a provocative and chaotic maximalism, her creative present—consolidated in the Something Beautiful era—is characterized by a refined aesthetic and conceptual synthesis.
Maison Margiela, in a statement released on Instagram, declared: “The artist is captured in a new light, stripped back and immersed in the core codes and archetypal expressions of the House.” Roversi translates this premise into images where Cyrus’s figure oscillates between darkness and brilliance: strong silhouettes, magnetic gazes, strokes of white paint that evoke the founding gesture of the iconic Tabi boots. Each frame operates as a palimpsest that records the singer’s personal history while subsuming it in Margiela’s timeless language.
The FW25 campaign, which includes pieces from the Avant-Première collection, is articulated as a dialogue between body and object. Cyrus holds leather bags in sober tones that contrast with the nakedness of her skin marked by painterly brushstrokes. In one of the most powerful images, the artist presents herself wrapped in a deconstructed pea coat, while in others she appears completely naked. This tension between the vestigial and the exposed, the hidden and the revealed, reinforces the narrative of a House that since its founding has explored the limits of dressing and undressing.
The collaboration with Cyrus is not a coincidence, but rather the result of a process of symbolic affinity. Maison Margiela, with its deconstructivist language and obsession with the essential, finds in the singer an interpreter who has made identity reconstruction her life’s work. The campaign not only introduces the FW25 collection, but also crystallizes a cultural moment where fashion, music, and art converge to reframe the concept of authenticity in the contemporary era.
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