Maison Margiela Appoints Miley Cyrus as Its First Brand Ambassador
Maison Margiela was founded in 1988. It quickly became one of fashion’s most enigmatic and influential houses. The French label redefined avant-garde luxury through a conceptual, experimental approach. It consistently challenged fashion norms and explored identity, craftsmanship, and creative freedom. The brand rejected celebrity culture and individual stardom. Instead, it embraced collective authorship and deep anonymity. Now, Maison Margiela names Miley Cyrus its first brand ambassador, marking a historic shift in visibility and brand storytelling.
A Maison by Martin Margiela
Martin Margiela, a Belgian designer trained at the Royal Academy of Fine Arts in Antwerp, was the mind behind this philosophy. Although often linked to the Antwerp Six, he forged his own path after working with Jean Paul Gaultier in the 1980s. From the beginning, he made it clear that the designer’s ego would never take centre stage. He refused to be photographed, declined interviews, and never appeared at the end of his shows. All press contact was handled strictly through faxes or phone calls. These choices weren’t eccentricities, but part of a clear ideology: clothing should speak for itself, without the designer overshadowing it.
Margiela’s innovation went beyond clothing to the very presentation of fashion. His shows took place in unconventional spaces such as abandoned buildings, playgrounds, and subway stations. These locations welcomed a diverse audience, from local neighbours to international press and buyers, making his fashion ideals accessible to all. Typically, models walked with their faces obscured, shifting the focus away from the individual and reinforcing the idea that clothing is what truly matters. This approach was a direct counterpoint to the growing celebrity obsession in fashion.
Galliano’s and Glenn Martens’ Reinvention
Following Martin Margiela’s departure in 2009, the brand remained true to his vision. A collective team continued to lead the house without public attribution, reinforcing the idea that fashion was a shared language rather than the expression of one person. In 2014, the maison surprised many by appointing John Galliano as creative director. Known for his theatrical and emotional storytelling, John Galliano carefully blended his dramatic flair with the codes of Maison Margiela, maintaining the integrity of its conceptual DNA while allowing room for transformation.
In 2024, the creative baton passed to Glenn Martens, a designer celebrated for his architectural vision and bold structural experimentation at both Y/Project and Diesel. His arrival signalled more than a continuation. It marked a strategic evolution for the brand. Under his direction, Maison Margiela began embracing sharper tailoring, amplified proportions, and a refined visual language. While remaining true to the house’s foundational codes, Glenn Martens introduced a heightened clarity that propelled the brand into a new realm of conceptual fashion.
Margiela’s first brand ambassador
This creative momentum has now culminated in a milestone decision. For the first time in its nearly forty-year history, Maison Margiela has appointed a brand ambassador. The chosen figure is Miley Cyrus. She is a globally recognized artist known for her constant reinvention. Her evolution mirrors the maison’s own story of transformation. The brand announced the news on August 28. It used its official Instagram account for the reveal. The post included a series of evocative portraits. Renowned photographer Paolo Roversi shot the images. The campaign introduces the Avant-Premiere Fall Winter 2025 collection. It marks a new phase for the house. The move reflects a carefully planned shift in Maison Margiela’s public image.
In the campaign, Miley Cyrus appears in looks that span the iconic and the ethereal. Some photographs show her wearing sculptural pieces from the new collection, while others portray her nude with her skin entirely painted white. This striking visual gesture draws directly from the bianchetto technique that Martin Margiela introduced in 1989. By coating garments in white, he evoked themes of purity, transformation, and erasure. Even within the intimacy of the campaign, Paolo Roversi preserves the brand’s deep-rooted sense of mystery. In several portraits, he partially obscures Cyrus’s face with shadows or fabric, subtly referencing the maison’s long-standing commitment to anonymity.
The collaboration between Miley Cyrus and Maison Margiela has been developing organically over time. In 2023, she wore the brand during the promotion of her single Used To Be Young. In 2024, she returned to Margiela for her Grammy appearance, and in early 2025, she wore the label again to the Vanity Fair Oscars after-party. This consistent engagement created an authentic narrative arc that now culminates in her official role as brand ambassador.
The decision to embrace a public figure does not mean the brand has abandoned its values. Instead, it reflects a strategic evolution in how Maison Margiela communicates its identity. In today’s saturated luxury market, where visibility is key and digital storytelling shapes consumer engagement. A cultural icon like Miley Cyrus offers reach without compromising the maison’s conceptual integrity. Her presence bridges past and present, pairing deep symbolism with mainstream resonance.
By naming Miley Cyrus as its first brand ambassador, Maison Margiela enters a new era. The move honours the house’s legacy of challenging expectations while adapting to the shifting landscape of fashion and culture. It is not a break with tradition, but a reinterpretation of what visibility can mean when guided by artistic intent. This chapter proves that even the most guarded institutions can evolve without losing their soul.
Written by: Valeria Henao
