Maison Margiela unveils its Holiday 2025 campaign, an ode to experimental luxury wrapped in metallic lights, anonymity, and sculptural silhouettes.
Directed by photographer Frank Lebon, the campaign offers a cinematic interpretation of winter. Through refracted lights, metallic confetti, and masked figures, the Maison builds a dreamlike universe where festivity meets surrealism. The brand’s iconic numeric logo reappears as an “abstract snowstorm,” setting the tone for a collection that approaches celebration through distortion and texture.
Inspired by the Avant-Première Spring/Summer 2026 collection, the proposal challenges traditional partywear codes. Models appear wearing silk masks—a nod to the house’s ongoing exploration of anonymity—evoking a sense of ritual. Lebon’s approach balances movement and stillness, allowing the garments to breathe within a metallic, immersive atmosphere.
Key pieces include knit ensembles, bias-cut dresses, and fluid silhouettes finished with metallic shine. The trench coat, crafted using the Pressed and Foiled technique, becomes the sculptural jewel of the season, while the Robe de Chambre elevates loungewear to the realm of evening couture.
The iconic 5AC bags return in new forms —5AC Soft XL and 5AC East-West Small— with distorted structures that play with proportion. Accessories shimmer with the debut of the Numeric Twisted Diamond Cuff bracelet, and the metallic Tabi boots complete the collection with the Maison’s irreverent signature.
This collection reaffirms Margiela’s creative pillars under Glenn Martens’ direction: transformation, anonymity, and an experimental vision of luxury that reimagines winter elegance.
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