Maison Margiela unveils its Holiday 2025 campaign, a cinematic interpretation of winter dressing directed by photographer Frank Lebon. Through metallic confetti, refracted light, and masked figures, the imagery builds an atmosphere that feels both surreal and celebratory. The campaign reintroduces the Maison’s numeric logo as an “abstract snowstorm,” setting the tone for a collection that approaches festivity through distortion, texture, and reinvention.
The visuals reference the Avant-Première Spring Summer 2026 collection, presenting a wardrobe that subverts the usual codes of partywear. Models appear in silk masks, continuing the Maison’s long-standing exploration of anonymity while evoking a sense of ceremony. Lebon’s lens moves between movement and stillness, allowing the garments to hold focus within the metallic haze. The direction, rooted in Margiela’s distinct visual language, extends the narrative the brand has been refining under Glenn Martens.
Core looks include knitted two-pieces, bias-cut gowns, and evening dresses finished with metallic foil. These pieces contrast soft silhouettes with high-shine surfaces, creating a tension between texture and form. The standout item, a trench coat treated with the “Pressed and Foiled” technique, transforms a traditional outerwear piece into a sculptural highlight. Elsewhere, tailoring numbers carry a polished finish, while the silken Robe de Chambre redefines loungewear as elevated eveningwear.
Margiela’s signature 5AC bags appear in two new forms, the 5AC Soft XL and the 5AC East-West Small, both reworked with a distorted structure that plays with proportion and perspective. Bag charms and the debut Numeric Twisted Diamond Cuff Bracelet add a touch of ornamentation that mirrors the campaign’s shimmering tone. Metallic Tabi boots, both classic and gilded, complete the lineup.
This season’s presentation feels deliberate and cohesive, threading together the codes that define Margiela’s current era: transformation, anonymity, and creative distortion.
