Miley Cyrus Named First Celebrity Ambassador for Maison Margiela

Maison Margiela has appointed global pop icon Miley Cyrus as its first-ever celebrity ambassador, marking a significant evolution for the French fashion house founded in 1988. The Autumn/Winter 2025 campaign, released on August 28, 2025, features Cyrus in striking black and white portraits by photographer Paolo Roversi.

Several images showcase Cyrus adorned with white paint, a direct homage to Margiela's signature 'bianchetto' technique. Introduced in 1989, this method involves applying paint to garments and objects to reveal the passage of time, transforming them into a narrative canvas. Cyrus described the experience as profound, stating, “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.”

This collaboration coincides with Glenn Martens' tenure as Creative Director, a role he assumed in January 2025. Martens, known for his work with Diesel and Y/Project, is expected to bring a contemporary vision to Maison Margiela, respecting its heritage while pushing aesthetic boundaries through his experimental use of textiles and deconstructive techniques.

Cyrus's connection with Maison Margiela is ongoing, having previously been featured in the brand's designs for her 2023 single "Used To Be Young," at the 2024 Grammy Awards, and the 2025 Vanity Fair Oscar party. Her consistent engagement culminates in this official ambassador role, signifying a mutual understanding of artistic expression.

The campaign highlights the 'bianchetto' technique and the concept of 'saving and salvaging' clothes, emphasizing enduring value and personal history through visible signs of wear. Maison Margiela's historical commitment to anonymity, symbolized by its anonymous design teams and the four stitches as its sole visible branding, remains a cornerstone of its identity, with founder Martin Margiela famously avoiding public appearances.

The appointment of Cyrus represents a deliberate evolution for Maison Margiela, integrating the brand's core ethos of artistic expression with the cultural resonance of a global icon. This move signals the brand's adaptation to current cultural influences, including celebrity endorsement, while striving to maintain its unique identity of enigma and artistic depth.