Maison Margiela presents its Fall Winter 2026 campaign through “ANONYMITY,” a trailer for a psychological thriller that will never reach cinemas. Rebecca Hall stars as an actress preparing for a role while repeatedly confronting a masked version of herself. Each encounter raises the same question: which version represents the real person?
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The fictional trailer builds its tension around identity, character and self-perception. Hall’s double wears the same look as the actress during each encounter, while different Artisanal masks distinguish the figure. Maison Margiela created those masks in its atelier for the Fall Winter 2026 show, staged in Shanghai in April.
Masks have formed part of the house’s visual language since its first show, where they directed attention toward the clothing instead of the model. “ANONYMITY” returns to that device and uses it to examine how clothing can shape character and perception.
The campaign also draws directly from the atmosphere of the Shanghai presentation. During that show, masked models appeared among stacked shipping containers wearing pieces that suggested garments recovered from a Paris flea market after dark. The trailer carries that sense of unease into a cinematic format.
Maison Margiela has used film repeatedly within its creative practice. The Ebisu store in Tokyo, opened in 2006, contains a small cinema with seats covered in white cloth. In 2021, the house presented its Artisanal collection through A Folk Horror Tale, directed by Olivier Dahan. The 2022 Artisanal show, Cinema Inferno, incorporated live cameras and projections.
Fall Winter 2026 continues the collection ideas introduced in Shanghai. Edwardian silhouettes, distressed woven fabrics, second-skin pieces, combined garments and assemblies of different materials appear throughout the trailer.
One shift dress uses furnishing-style fabric for fluid draping, while an Edwardian cropped tailcoat joins with second-skin jersey and a matching skirt. A Bianchetto tailcoat pairs with a painted, baked and cracked fluid skirt, while another dress combines a fringed silk scarf, skirt and floral chiffon with slashed details. A double-layer pleated skirt appears to lift over the wearer’s head, and a cropped knitted tank with distressed edges layers over second-skin jersey. An Edwardian riding jacket and skirt join with velvet, leaving excess fabric exposed.
Accessories include the new Link bag, inspired by round vintage coin purses and a silk-muslin-covered chain necklace from the 2001 collection. Maison Margiela develops the chain study further through necklaces, bracelets and earrings created with vacuum-formed leather. A tubular leather sleeve surrounds the chain before a vacuum machine removes the air and molds the material around each link.
Floral motifs and repurposed-fabric references cover the Tabi, while the Tabi Claw appears in nude leather as another extension of the second-skin idea. A new thermoformed Box bag features ornate ceramic corner appliqués, while the 5AC Soft carries a distressed print inspired by 17th-century furnishing fabric. The Maison Margiela Fall Winter 2026 collection arrives in stores and online on September 9.
