Maison Margiela has presented its Fall Winter 2025 campaign, Loved To Death, fronted by Miley Cyrus. The campaign arrives through the lens of Paolo Roversi, whose painterly portraits capture Cyrus in a stripped-back light that brings forward the codes and archetypes central to the Maison.
The American artist wears emblematic pieces from the new collection. Styled by Robbie Spencer, Cyrus embodies the Maison’s signature silhouette through deconstructed tailoring and second-skin bodies, paired with accessories that anchor the house’s vocabulary. Among them are a fresh interpretation of the 5AC bag and the classic Tabi boots, each reintroduced in dialogue with the season’s theme. Eugene Souleiman shaped the hair, while Lucia Pica created the make-up look. Hanae Goumri added the finishing touch with manicure, and Jean-Hugues De Chatillon’s set design framed the atmosphere of the campaign, produced by Studio Demi.
The images mark a continuation of Margiela’s interest in garments that reveal the trace of time. Through the techniques developed inside the Maison’s Artisanal atelier, the campaign reflects the philosophy of saving and salvaging what already exists in the wardrobe. The collection foregrounds pieces that carry visible signs of care: fabrics that appear crinkled, faded, patched, or mended. Ironed, steamed, and polished, these garments evoke the sense of being handed down, revitalised, and continually brought back into use. Rather than conceal signs of age, the Maison magnifies them as central to its narrative.
This season’s title, Loved To Death, crystallises that idea. The portraits of Cyrus illustrate clothing that carries its history openly. Roversi’s painterly approach translates the Maison’s language of wear and repair into imagery that resonates with intimacy. Each frame situates Cyrus within the Maison’s long-standing study of memory and material, where clothes serve as vessels of personal experience as much as fashion objects.
The campaign underscores the Maison’s philosophy of preservation through reinvention. The collection asserts that value grows through continuous use and care. Every crease, every patch, and every mended seam speaks to a history that enriches the wearer’s connection to the piece. This reflection on materiality invites the audience to reconsider the idea of clothing as disposable and instead to see beauty in endurance and renewal.
