Maison Margiela replaces the conventional fashion campaign with ANONYMITY, a fictional psychological thriller starring Rebecca Hall. Directed by Thibaut Grevet, the cinematic campaign follows an actress who begins encountering a masked double, blurring the boundary between identity, character and reality while introducing the house’s Fall/Winter 2026 collection.
When the face disappears, who remains?
Conceived as a trailer for a film that does not exist, ANONYMITY follows Hall as an actress preparing for a role when an exact double begins appearing in her surroundings. Each encounter brings a new Artisanal mask, handcrafted in the Maison Margiela Paris atelier, making it increasingly difficult to distinguish the woman from her fictional counterpart.
The film echoes the atmosphere of the Maison Margiela FW26 show in Shanghai, where masked figures moved through a runway built from stacked shipping containers, wearing looks inspired by Parisian flea-market finds. Since the house’s earliest shows, masks have shifted attention away from the face and towards clothing, making anonymity part of its visual language.
The collection carries this tension through its construction. Edwardian tailcoats and skirts meet second-skin jersey, while furniture-style tapestry shapes shift dresses and appears across signature Tabi footwear. Cracked Bianchetto skirts and dresses, deliberately ill-fitted knitwear and excess unfinished fabric introduce a carefully controlled sense of imperfection.
Accessories deepen the collection’s tactile strangeness, from the new Link bag, inspired by archival round coin purses, to vacuum-formed leather chain jewellery and ceramic-corner Box bags. Within ANONYMITY, these pieces become part of a world where clothing, character and identity remain intriguingly unstable.
Courtesy of MAISON MARGIELA
