Luxury houses are leaning into celebrity power this season, unveiling campaigns that blend cinematic storytelling with global icons. From Miley Cyrus stripped back for Maison Margiela to Gisele Bündchen for Elisabetta Franchi, brands are spotlighting talent to amplify heritage and connect with consumers across key markets.

Maison Margiela

Maison Margiela unveiled its Autumn-Winter 2025 Avant-Première collection with Miley Cyrus as its latest muse. Shot by Paolo Roversi, the American artist is captured stripped-back and immersed in the core codes and archetypal expressions of the Maison. In some images, Cyrus appears in a state of undress, painted in Margiela’s signature bianchetto technique, introduced in 1989. Notably, she is styled to reflect the Maison’s signature silhouette, in deconstructed tailoring and second-skin bodies, complemented by the new interpretation of the 5AC bag and the classic Tabi boots.

“The nudes by Paolo are so iconic and signature to his art. Standing naked for a fashion campaign felt major, all I wore was body paint and the signature painted Tabi boots. In that moment, Margiela and I became one,” said Cyrus.

Ferragamo

Ferragamo’s Fall-Winter 2025 campaign, lensed by Craig McDean, channels the Golden Age of Italian cinema. Mariacarla Boscono, Awar Odhiang, Apolline Rocco Fohrer, and Tim Schuhmacher star in cinematic vignettes that spotlight Maximilian Davis’ fresh take on house icons. Archival pieces like the Vara heel and Tramezza shoe appear reimagined, while new-era staples like the Hug bag and Soft bag take on new iterations, including palm prints and fur textures. Lastly, other season staples such as pieces of patent leather, silken scarf dresses, and proportioned tailoring, complete the collection. 

Alaïa

For Summer-Fall 2025, Alaïa tapped Loli Bahia and Nastassia Legrand for a campaign conceived as a black-and-white film. Shot by Tyrone Lebon with film by Frank Lebon, the visuals are positioned as “belonging to an imaginary geography, to a time out of time”—a narrative meant to blur eras and places while evoking multiple histories at once.

Moose Knuckles

Canadian outerwear label Moose Knuckles launched “Pulse of the City,” its first global campaign under new CEO Ellen Kinney. Shot across seven major cities, the campaign stars Amelia Gray as the face of the campaign and celebrates urban cultural energy through immersive activations. Core pieces like the Ballistic Bomber and Stirling Parka are spotlighted for their craftsmanship and technical performance.

The campaign will be complemented by immersive pop-ups and activations in key cities, creating opportunities to connect with local audiences and celebrate the brand’s Canadian spirit on an international stage. 

Elisabetta Franchi

Elisabetta Franchi enlisted Gisele Bündchen for its Fall-Winter 2025 campaign, photographed by Luigi & Iango in Miami. The imagery celebrates confident, self-assured femininity, with Gisele embodying what the designer calls “beauty as a wild force born from love and courage.” The collection highlights feminine silhouettes, fluid volumes, and sophisticated details, all reflecting the brand’s unique DNA.