Maison Margiela

Aug 2025

Maison Margiela’s Fall-Winter 2025 campaign marks a masterclass in the intersection of luxury fashion houses and high-concept portraiture. Featuring the undeniable presence of Miley Cyrus, the series strips away the noise of traditional runway gloss to focus on the raw, structural integrity of the collection. Captured through the lens of photographer Paolo Roversi, the imagery employs a striking low-key chiaroscuro technique that creates a profound, cinematic depth. The editorial narrative is anchored by stark, hard lighting that carves out the exaggerated, asymmetrical silhouettes of the garments, drawing the viewer into a moody, intimate dialogue with the subject. Stylist Robbie Spencer leans into a sharp, minimalist aesthetic that allows the intricate tailoring to command the frame, while makeup artist Lucia Pica complements the severe, pulled-back hair by Eugene Souleiman with frost-toned, avant-garde pigments. This juxtaposition of icy color palettes against the deep, cavernous shadows of the studio setting pushes the boundaries of traditional luxury marketing. By prioritizing a visceral, atmospheric approach over product-heavy staging, the campaign reaffirms Margiela’s status as a disruptor of industry norms. The result is a hauntingly precise exploration of form and personality that feels both timeless and aggressively modern, successfully capturing the tension between high-fashion sophistication and a subversive, unfiltered intensity that resonates long after the initial view.

Editorial, Cinematic, Moody

Low-key / chiaroscuro, Hard Light

Luxury Fashion Houses, Fashion