After four decades of anonymity, house names Cyrus its first face in Paolo Roversi portraits that nod to Margiela codes.
Miley Cyrus is fronting Maison Margiela for Autumn Winter 2025 campaign, a first in the house’s 37 year history. The appointment arrived via the brand’s Instagram alongside images by Paolo Roversi that feel as stark as they are studied. The singer appears stripped back, her body painted white and her face often in shadow, a direct line to the maison’s long held visual language.
Margiela has always prized the collective over the individual. Martin Margiela avoided interviews and let the work speak, a stance that shaped decades of communications. Choosing a single figure now reads as a precise calibration rather than a reversal. Roversi’s portraits play with legibility. In some frames Cyrus is nearly obscured. In others the gaze locks. That tension fits Margiela’s codes. Even the white body paint nods to the house’s bianchetto technique introduced in 1989.
Cyrus called the nudes “iconic” and noted she wore only body paint and the painted Tabi boots. The casting makes sense. She has been building a steady Margiela wardrobe for high stakes moments. At the 2024 Grammys she wore the custom gold safety pin creation by the house that reportedly required 14,000 pins and hundreds of hours to make. Earlier this year she chose an archival black strapless Margiela dress for the Vanity Fair Oscar Party. On the street she switches to tabi flats and a 5AC bag. The relationship was already there. The campaign makes it official.
What this signals for the maison is measured but clear. Celebrity is not the message. It is the carrier. Roversi’s soft light, the pared styling and the house’s own references keep the focus on Margiela’s codes rather than an overblown narrative. The move meets the present without giving up the mystique that built the label in the first place.
Roversi’s authorship brings a steady hand to the first outing with a named face. The announcement arrived on social media with a tight edit of portraits and a caption that framed Cyrus as immersed in the maison’s archetypes. For a brand defined by anonymity, this is a clean, controlled next step.
