Maison Margiela redefines the spirit of the season in a Holiday ode where tradition is dismantled and reconstructed through the Maison’s distinctive codes
A Holiday ode from us at Maison Margiela, where festive ideas are dismantled and reconstructed through
the Maison’s codes. Metallic confetti and the numeric logo are propelled through the set, becoming an
abstract snowstorm, photographed and directed by Frank Lebon.
Models wear silk masks — as a continuation of our message of anonymity — and styled looks from the
Avant-Première Spring-Summer 2026 collection. Key pieces include a knit two-piece in featherweight wool yarn with a faded colour gradation, bias-cut gowns, and party dresses finished with a treatment of metallic foil. A trench coat transformed by the Pressed and Foiled technique that fuses heat, pressure, and shine. Tailoring carries the finish of a greasy patina, while reversible silk Robe de Chambre recasts loungewear as eveningwear.
Accessories are presented as unconventional propositions for the season: the 5AC Soft XL and 5AC EastWest Small, bag charms cast from everyday objects and archival ideas, metallic gilded Tabi boots alongside the classic version, and the debut of the Numeric twisted diamond cuT bracelet. Styled and layered with streetwear influence, the campaign presents craft and irreverence with reference to the festive characteristics of the Maison, instilled since our foundation.