margiela just did the unthinkable: a celebrity face.
miley cyrus.
shot by paolo roversi.
it reads like a commercial until you actually look at the pictures. they’re stripped back, almost ascetic. not pop-star gloss—image as study. and the paint on her skin isn’t theatrics; it’s bianchetto, the maison’s white-overpaint usually reserved for shoes, bags, even furniture—applied so wear and time become part of the design. now it’s on a body. the star becomes ground primer surface.
suddenly you’re reading line the curve of a tabi the geometry of a 5ac not “miley.”
i respect miley; she’s one of the few who actually knows how to rebrand without begging for redemption arcs. she treats brand like a medium —build strip build again which makes her a sharp match for margiela’s long game of transformation. roversi’s language helps: soft focus + long exposures + painterly light that dissolves edges. it turns fame down to a hum so the house codes can speak.
this is a campaign that will divide and maybe that's intentional.and yes: margiela has been the house of anti-celebrity for decades. anonymity is a value here not a gimmick
-------- masks and/or makeup and/or veils from the start + faces blurred so the clothes take center stage.a “first-ever face” is a big deal culturally and let me tell you the purists ARE LIVID!!!
from my end - not being a purist myself - I believe that a fashion brand as a business has the need and responsibility to adapt to the times they're operating in and in this ECONOMY come on.
MILEY OR NOT MILEY this campaign is great and roversi is always an incredible choice.
FIND ME HERE https://www.instagram.com/chez.amelie/
FIND THE POD ON YT AND SUBSTI and rate it for the love of gods of fashion!!!!