Maison Margiela

Jul 2025

For the Maison Margiela Artisanal Fall 2025 ad campaign, creative director Glenn Martens orchestrates a profound exploration of identity, materiality, and the tension between art and utility. Shot by photographer Arnaud Lajeunie, this fashion editorial channels an avant-garde spirit through a series of surreal, highly textural compositions that challenge the viewer’s perception of the human form. Models, including Abény Nhial and Balat Pal, serve as living sculptures, their features consistently obscured by elaborate masks, intricate lace veils, and shimmering plastic head coverings. The execution relies heavily on a dynamic live-action technique, juxtaposing sharp, editorial minimalism against the raw, industrial aesthetic of layered paper collages and atelier-style backdrops. Through the expert eye of stylist Olivier Rizzo, the collection’s reliance on synthetic materials—like crinkled plastic and sheer, translucent fabrics—is elevated, creating an ethereal, futuristic silhouette that feels both grounded and otherworldly. By weaving together macro shots of artisanal embroidery and sweeping cinematic wide frames, the campaign leans into the house’s legacy of deconstruction. The imagery achieves a rare, dreamlike fluidity, utilizing natural light and studio strobe lighting to emphasize the ornate details of the garments while maintaining a cohesive, high-fashion narrative that feels uniquely Margiela.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion