Maison Margiela, in the Holiday 2025 campaign photographed and directed by Frank Lebon, transforms festive sparkle into a poetic meditation on shadow, movement, and materiality. Instead of a glittering celebration, we are met with a cool reflection. In this holiday campaign, we contemplate transience, memory, and what remains when the lights go out. That’s why this unusual sense of introspection draws attention.
Holidays in a state of deconstruction
The campaign deconstructs the traditional language of holiday imagery. Metallic confetti, artificial snow, and flashing lights are used to build a new order from their fragments. Through Lebon’s lens, industrial fans lift shards of metal into the air. This creates a controlled chaos where movement becomes a metaphor for transience.
Masked figures, concealed behind fabric and blur, evoke the theme of anonymity so characteristic of Margiela. We are not looking at models. We are witnessing ideas: decay, transformation, trace.
Clothes as Memories – Avant-Première SS26
In this suspended atmosphere, elements of the Avant-Première Spring–Summer 2026 collection emerge.
- A gown with a diagonal cut, covered in a delicate foil, shimmers like a memory.
- The trench coat sealed using the Pressed-and-Foiled technique resembles a relic from the future.
- Knitwear in shades of ivory and smoke drifts through the twilight like the echo of a gesture long past.
These are garments that walk the line between creation and decay, between perfection and fragility. Every imperfection becomes a form of expression here—a testament that beauty can exist even in a state of disintegration.
Accessories and the play with the identity of form – a game at which Maison Margiela excels
Tabi boots shine in a new metallic finish, retaining their iconic shape while seeming somehow removed from it—like a replica beginning to take on a life of its own. The 5AC Soft XL bag, crafted from supple leather, sheds its geometric austerity to reveal structure and movement.
The new bracelet cuff, with its irregular diamond shape, reflects light like shattered glass, embodying Margiela’s signature play with reflection and distortion.
Maison Margiela, or an autopsy of the holidays
The Holiday 2025 campaign is not a celebration, but its echo—an autopsy of festivity where silence and traces take on new meaning. Margiela seeks neither sentimentality nor opulence. Instead, the brand reveals the truth of the fragment, the remnant, the beauty that endures after the brilliance fades.
In the world of Maison Margiela, the holidays become a ritual of renewal. It’s a moment when, from the ruins of glamour, something new is born – form, memory, and the poetry of what remains.
