“Fashion statement or a cry for help?”: Internet divided as Miley Cyrus becomes the first ever celebrity ambassador for Maison Margiela

Miley Cyrus makes fashion history with Maison Margiela, quite literally becoming a living work of art. In a bold Autumn/Winter 2025 campaign captured by Paolo Roversi, she appears nude, swathed only in white body paint and the label’s famed Tabi boots. This marks the first time the French house has ever appointed a celebrity ambassador, nearly four decades since its founding in 1988, when anonymity was its core identity.

In stripped-back portraits that feel both intimate and avant-garde, Cyrus becomes a blank canvas. Her body is covered in bianchetto white paint, a signature Margiela technique she blends into the style philosophy she's helped shape. The campaign is as much about reclaiming her own image as it is about redefining Margiela’s identity.

Maison Margiela's First Celebrity Ambassador

This isn't just a fashion campaign; it’s a signaling moment. Maison Margiela, historically shrouded in mystery and collective creativity, has never before featured a celebrity face in its core imagery. Until now. Cyrus steps into a role the house has never filled, bridging high fashion with celebrity culture.

Roversi’s haunting, painterly portraits speak to Margiela’s legacy of deconstructed tailoring, second-skin silhouettes, and faded and mended fabrics that celebrate wear and time. Cyrus embodies this through both form and gesture. “All I wore was body paint and the signature painted Tabi boots,” she shared. “In that moment, Margiela and I became one.”

The label and Cyrus both teased the reveal on Instagram, including a close-up of one eye, instantly sparking curiosity. When the full images dropped, the internet erupted. The visuals merge vulnerability with power, blurring the line between icon and artwork.

Comments ranged from sharp laughs to genuine intrigue:

A user joked:

“Is this a fashion statement or a cry for help?”

"@grok Who are they again?", another deadpanned

“Oh wow I’m sure Miley’s 30 fans are absolutely ecstatic rn,” one user quipped

“This pictures have a futuristic vibe,” someone else noted a style element

“she’s unfortunately a perfect fit for this,” an admittedly sardonic remark:

These blurbs capture social media’s scatter of admiration, confusion, and sarcasm. Some see it as art; others, spectacle. Either way, it’s exactly what a viral campaign needs.

When someone wondered, “Who are they again?”, it underscored the tension at play: Margiela’s mystique meets Cyrus’ mainstream fame. Maison Margiela has long been about collective vision, not individual celebrity. Now, those worlds collide, and some fans are still asking who the old-school label beneath the paint actually is.

Miley Cyrus’ Maison Margiela moment is more than a campaign; it’s a collision of eras. The brand’s anonymity finds new shape through Cyrus’ bold visibility, and her own image is reframed by Margiela’s quiet artistry. The reactions, ranging from snark to sheer fascination, only underscore its success.

In painting herself into Margiela’s world, Cyrus isn’t just a model; she’s a statement. And whether people see it as daring art or dramatic theater, one thing’s clear: she’s made sure everyone’s watching.

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