Maison Margiela Is Ushering In A New Star-Studded Chapter At Venice Film Festival
Shortly after Miley Cyrus stars in Maison Margiela’s first-ever celebrity campaign, Venice Film Festival heralds a bold new chapter for the once-anonymous fashion house
Miley Cyrus propelled Maison Margiela to the top of our feeds this week, becoming the first celebrity ever to be featured in a campaign for the brand’s Autumn/Winter 2025 Avant-Première Collection. The Maison — once synonymous with anonymity — has long resisted public spectacle, let alone celebrity endorsements. Its founder Martin Margiela said it himself back in 2004: “We have nothing at all against celebrity, but just not for us! To each his own.”
Yet, the campaign still feels distinctly on-brand. Casting Cyrus, who is no stranger to the house (she featured Margiela designs in her 2023 Used to Be Young music video), is a clever nod to its past. The images reference the Spring/Summer 1992 show, where Margiela painted models’ skin to mirror the colours and prints of their clothing. Shot by Paolo Roversi, a longtime collaborator of the Maison, the campaign captures the brand’s essence while making a foray into new territory.
This moment signals what could be the beginning of a new, star-studded chapter for the house, as A-listers including Cate Blanchett and Kim Kardashian have been spotted wearing Maison Margiela during the Venice Film Festival this weekend.
It seems now more than ever, fashion brands must continuously evolve to remain relevant. Margiela’s step towards the limelight poses the question – is it possible for brands to ride the wave of popularity while preserving their keystones of identity?
For those feeling inspired by Margiela’s latest chapter, devotees in Dubai can step into Margiela’s world at the Maison Margiela Café in Mall of the Emirates — a pop-up where the house’s avant-garde spirit translates into an immersive lifestyle experience.
Lead Image Courtesy of Instagram /@cateblanchettupdate