Maison Margiela has unveiled its 2025 Holiday campaign, titled Snowstorm, directed and photographed by Frank Lebon.
The campaign reinterprets festive imagery through the Maison’s avant-garde lens, transforming traditional seasonal symbols into abstract expressions of creativity and craft.
At the heart of the campaign lies a conceptual dismantling of holiday motifs. Metallic confetti and the brand’s numeric logo are reimagined as a swirling snowstorm, evoking both celebration and disruption. This visual play aligns with the Maison’s long-standing codes of deconstruction and anonymity.
Models appear in silk masks, continuing Margiela’s exploration of identity and collective expression. The looks featured come from the Avant-Première Spring–Summer 2026 collection, which showcases the brand’s signature fusion of tailoring innovation and subversive elegance. Standout pieces include a featherweight wool knit two-piece with faded colour gradation, bias-cut gowns, and metallic foil-treated dresses. A trench coat demonstrates the Pressed and Foiled technique, blending heat, pressure, and luminosity to achieve a distinctive reflective finish. Tailored garments bear a “greasy patina,” while reversible silk Robes de Chambre transform loungewear into eveningwear.
The accessories offer unconventional takes on festive dressing. Highlights include the 5AC Soft XL and 5AC East-West Small bags, metallic gilded and classic Tabi boots, and a debuting Numeric twisted diamond-cut bracelet. Bag charms, inspired by everyday objects and archival ideas, add a playful note to the presentation.
Styling embraces a streetwear sensibility, layering high craft with irreverence to capture the Maison’s distinct festive spirit. Snowstorm reflects Margiela’s ability to blend technical precision with poetic subversion, recasting celebration through the lens of experimentation and artistry.
