Maison Margiela, long regarded as fashion’s most enigmatic house, is undergoing a striking transformation. Known for decades for avoiding the red-carpet spotlight and steering clear of celebrity endorsement, the label is now embracing high-profile visibility—and the shift was on full display at this year’s Venice Film Festival.
From Anonymity to Star Power
For much of its history, Margiela thrived on mystery. The maison’s founder, Martin Margiela, famously rejected the celebrity-driven culture of luxury fashion. But 2025 marks a turning point: under creative director Glenn Martens, who took the reins earlier this year, the house is actively courting the global stage.
The first step came with its Fall 2025 campaign starring Miley Cyrus—Margiela’s inaugural use of a celebrity as the face of its imagery. Shot by Paolo Roversi, the stripped-back visuals highlighted the brand’s signature white-painted “bianchetto” aesthetic while placing Cyrus at the centre of its new identity.
A Red Carpet Debut in Venice
The Venice Film Festival became Margiela’s proving ground for this fresh chapter.
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Cate Blanchett stunned in a couture look blending romance and deconstruction: a feathered skirt constructed with collage-style motifs and a bodice formed from recycled polymer. The ensemble balanced artistic experimentation with undeniable red-carpet appeal.
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Kim Kardashian, attending the DVF Awards, wore a reimagined couture piece in sheer grey. Originally presented as a hooded cape, the garment was transformed into a halter-neck silhouette, creating a look both sculptural and sensual.
These appearances marked one of the maison’s first major ventures into Hollywood-adjacent territory—a move signalling its readiness to stand alongside giants like Dior and Armani when it comes to celebrity dressing.
Why It Matters
Margiela’s pivot represents more than a publicity strategy; it’s a redefinition of what avant-garde fashion can look like in the mainstream. Where most brands lean on predictable glamour, Martens offers something bolder: couture that is experimental yet wearable, dramatic yet purposeful.
Kardashian’s moment on stage accepting her DVF Award in Margiela underscored the point. The house isn’t just aligning itself with famous faces—it’s linking its identity to figures who shape conversations around culture, power, and influence.
The Bigger Picture
By breaking with its tradition of anonymity, Margiela is positioning itself for red-carpet ubiquity. With the Oscars and Emmys on the horizon, the maison’s expansion into celebrity dressing could mark a new era where its deconstructive, intellectually charged designs are no longer reserved for insiders but embraced on the world’s most visible stages.
