In the spirit of body art: Miley Cyrus becomes the face of Maison Margiela
A closer look at the Fall–Winter Campaign
The legendary Parisian fashion house Maison Margiela, founded in 1988 by Belgian designer Martin Margiela, has unveiled its new Fall–Winter campaign. The face of the collection, titled Loved To Death, is Miley Cyrus.
Photographed by Paolo Roversi, the singer is immortalized in painterly, dreamlike portraits that expose the codes and archetypes integral to the Maison’s aesthetic.
The 32-year-old artist appears in iconic Maison Margiela silhouettes. Styled by Robbie Spencer, Miley dons pieces with the label’s signature deconstructed tailoring, second‑skin layering, and iconic accessories – including a reimagined 5AC bag and reinvented Tabi boots, which have become the season’s symbol.
The campaign continues Margiela’s exploration of time as expressed through clothing. Using techniques from the brand’s Artisanal atelier, Loved To Death embodies a philosophy of preservation and repurposing. The focus is on fabrics bearing the marks of care and life – intentionally wrinkled, faded, patched, steamed, pressed, and perfected. These garments feel reborn, as if passed down through generations. Rather than concealing age, Maison Margiela elevates it as the centerpiece of its narrative.
The campaign’s title, Loved To Death, crystallizes this concept. Miley Cyrus’s portraits show clothing proudly bearing the passage of time – a testament to love, wear, and care.
The collection underscores the Maison’s ethos: preservation through reinterpretation. Value is accrued through use and thoughtful maintenance. Every crease, patch, and stitch contributes to a personal history and deepens the bond between wearer and garment. This meditation on materiality calls on the audience to reject the notion of disposable fashion and appreciate beauty in endurance and renewal.
In recent years, Miley Cyrus has frequently fronted high-profile fashion campaigns. In 2021, she represented Gucci’s Flora Gorgeous Gardenia fragrance, and in 2024, she collaborated with Dolce & Gabbana. The Loved To Death campaign with Maison Margiela marks a new chapter in her fashion journey – expressive, intimate, and deeply symbolic.
Photo: Paolo Roversi
