The House of Mugler has launched a new digital series in collaboration with David Hoyle, placing performance, provocation, and transformation at the center of its latest creative chapter. Conceived as a sequence of short-form episodes, the series positions Hoyle as both host and agitator, using wit and confrontation to explore the House’s long-standing relationship with theatricality, camp, and the politics of self-presentation.
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Framed around The Wardrobe of Identities SS26 Pre-Collection, the series marks the first designs by Mugler Creative Director Miguel Castro Freitas. Rather than introducing the collection through conventional campaign imagery, Mugler opts for dialogue and performance. Hoyle leads viewers through the architectural codes and sculptural silhouettes of the garments, treating clothing as something to be inhabited, questioned, and activated rather than simply worn.
“This series allowed us to foreground the camp, iconoclastic core of Mugler,” Castro Freitas said, pointing to Hoyle’s disruptive presence as central to the project. The episodes unfold as sharp, visually charged encounters, where commentary and gesture operate as tools to unpack how Mugler clothing shapes identity. Each chapter focuses on a different approach to wearing Mugler, maintaining a tone that is direct, irreverent, and deliberately confrontational.
Hoyle, known for collapsing the boundaries between humour, politics, and performance, was granted full creative liberty within the project. In his words, Mugler has always stood for metamorphosis and for existing outside imposed limits. The collaboration uses fashion as a site where philosophy and provocation intersect, and where the body becomes a space of tension, visibility, and assertion.
The digital series reinforces Mugler’s ongoing interest in fashion as an active, performative medium rather than a static object. By foregrounding voice, movement, and critique, the House situates The Wardrobe of Identities as a living proposition, one that invites participation and response. The SS26 Pre-Collection is now available on mugler.com and in selected Mugler boutiques worldwide.
Creative Director: Miguel Castro Freitas
Performance Artiste: David Hoyle
Filmmaker: Lee Baxter
Styling & Coiffure: Liquorice Black
Production Assistant: Ben Brosnan
