The summer season is in full swing and, with it, the photo and video activations of luxury Houses to promote their new collection. From authentic family photos to the picturesque landscapes of Ireland, discovery of some fashion campaigns for summer 2025.
They invite you to rest on the sand and go on vacation with your loved ones. These campaigns with a singular DNA all tell something through artistic, natural, and sincere clichés.
Jacquemus reinterprets his family photos
Poetic, authentic and emotional, the latest Jacquemus campaign is an ode to the creator’s family. Simon Porte Jacquemus searched through the old photo albums of his ancestors and reinterpreted some of the pictures for his Maison. The result is more artistic images thanks to the models who pose in the clothes signed Jacquemus and deeply rooted in the rural and Provençal roots of the designer.
The period house of Miu Miu
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To promote his new collection Upcycled in collaboration with the designer Catherine Martin, Miu Miu takes us to a bourgeois family house of yesteryear. Under the direction of photographer Michella Bredahl, the campaign ‘reflects how the past, present and future remain mysterious in every era’, says the brand on Instagram. Ornate marble fireplace, floor tiles, candlesticks, cast iron radiator, kitsch bedspread, dark wooden furniture, flowery tapestry… The photos reveal a certain well-thought-out simplicity, like old shots capturing a moment T without embellishments.
Polène in Ireland
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Heading to Ireland. Polène, an increasingly well-known leather goods brand, focuses on dreamlike landscapes where clear bodies of water merge with the sky, separated only by a mountain range in the background. The bags are then magnified by a unique light and a natural scenography imbued with softness.
Dior at dusk
Imaged by artist Sarah Jones, Dior’s spring-summer 2025 women’s campaign showcases the collection of Maria Grazia Chuiri. Taken at dusk in a garden near a fountain, the photographs shed full light on the models and clothes.
Morobé takes us to Spain
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The latest collection of accessories called La canicule de Morobé, the luxury brand founded in 2015 by Virginie Morobé, is highlighted in Zahara, Spain. On a water that glistens in the sun, the model surfs in the brand’s heel, with a camera that is sometimes on the surface, sometimes underwater. It is also on a horse moving along the beach and in a pool at dusk that the pumps come to life. Morobé, which is celebrating its 10th anniversary this year, continues this sunny speech with the opening of a shop in Saint-Tropez.
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Featured photo : © Jacquemus
