Miley Cyrus Is Maison Margiela’s first celebrity face — and the internet is divided

Maison Margiela, a French fashion house once known for its anonymity, has decided to finally shed its low-key profile. After appointing Glenn Martens, Diesel’s former creative director, to helm the legacy label in July, the spunky designer is already kicking off a new era — and ditching decades of Margiela’s faceless ethos in the process — with its first-ever celebrity campaign starring Miley Cyrus.

In a surprise series of stripped-back portraits on August 28, Cyrus is captured by Italian fashion photographer Paolo Roversi sporting oversized leathers and painted accessories from the house’s fall 2025 avant première collection. “The American artist is captured in a new light…immersed in the core codes and archetypal expressions of the maison,” the brand wrote in a press release per WWD. Other images released from the campaign reveal the Plastic Hearts singer posing nude, her body painted white “in homage to the maison’s white-overpaint bianchetto technique introduced in 1989,” per the house.

This may be Maison Margiela’s inaugural A-list icon, but Cyrus is no stranger to the brand: she’s long proven to be a Margiela girl at heart. Cyrus endorsed Margiela back in 2023 while promoting her hit single “Used To Be Young.” The pop star has also worn the brand on the red carpet over the years — most recently, the 2024 Grammys and the 2025 Vanity Fair Oscar party. As Margiela’s inaugural face, Cyrus said in a statement: “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.”

Maison Margiela’s foray into celebrity culture marks a new chapter for the brand in a time when the buzz around brand ambassadors is integral to the fashion ecosystem. Naturally, news of the house’s decision to introduce Cyrus as its first-ever celebrity face has divided the internet.

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