Maison Margiela is getting psychological for Fall/Winter 2026.
The house has unveiled its new “ANONYMITY” campaign starring British actor Rebecca Hall, turning the usual seasonal fashion film into the trailer for a fictional thriller. At the centre of it all is Hall, who finds herself face-to-face with a masked doppelgänger dressed exactly like her.
Naturally, this being Margiela, the masks aren’t just props. Each has been individually created by the house’s Artisanal atelier in Paris, tapping into Margiela’s long-running obsession with anonymity, hidden identities and the idea of letting the clothes speak louder than the person wearing them.
The campaign picks up where Margiela’s FW26 Shanghai show left off. Staged among stacks of shipping containers, the presentation had the feel of a chaotic Parisian flea market, with clothes that looked discovered, distressed and pieced back together. “ANONYMITY” takes that same slightly unsettling energy and pushes it into full cinematic territory.
The collection is equally off-kilter. Edwardian shapes collide with battered furniture-style tapestries, skin-tight jersey and garments deliberately left with fabric spilling from their seams. Shift dresses look like they’ve been cut from old upholstery, Bianchetto-painted skirts arrive cracked and worn, tailcoats are hacked short and knitwear looks purposefully chewed up.
Even the accessories get the Margiela treatment. Floral tapestry takes over the Tabi, the second-skin Tabi Claw returns, and a new Link bag takes inspiration from rounded vintage coin purses found in the house archives. Ceramic-trimmed Box bags and leather chain jewellery round things out.
It’s weird, eerie and unmistakably Margiela. Exactly as it should be.
