Maison Margiela

Nov 2025

For the Holiday 2025 ad campaign, Maison Margiela leans into an avant-garde interpretation of festive traditions, blending high-fashion sensibilities with surreal, conceptual imagery. Under the vision of creative director Glenn Martens, photographer and director Frank Lebon captures a series of vignettes that balance the structural precision of the house with a sense of suspended, atmospheric movement. By employing live-action techniques such as industrial fans to animate paper confetti against dark, moody studio backgrounds, the campaign transforms a minimalist setting into a dynamic, wintry landscape. Stylist Robbie Spencer curates an ensemble of layered tailoring, sheer fabrics, and obscured silhouettes, which are further articulated by the clean, sharp work of hair stylist Tom Wright and makeup artist Thierry Do Nascimento. The project utilizes a mixture of studio strobe lighting and low-key chiaroscuro techniques to heighten the interplay between the shimmering accessories, such as gold jewelry and leather handbags, and the icy, translucent props. This cinematic approach creates a visual tension, placing the collection in an ethereal space that feels both grounded in luxury fashion and entirely otherworldly. The integration of macro photography and underwater elements reinforces the brand’s commitment to texture and transparency, ensuring that each frame reads as a refined, narrative-driven editorial that elevates the quintessential holiday mood into a lasting piece of commercial art.

Editorial, Commercial, Cinematic

Studio strobe

Luxury Fashion Houses, Fashion