For its Spring/Summer 2025 campaign, “La Croisière” (The Cruise), French Maison Jacquemus embarks on a sun-drenched journey to Egypt’s storied riverbanks — reimagining resortwear through a lens of elegance, minimalism, and authenticity.
Though the SS25 collection initially debuted in Paris this past January, the campaign sets its scene far from the European fashion capitals. Shot by renowned Egyptian photographer and creative Mohammed Sherif, the visuals capture a striking contrast between Jacquemus’ clean lines and the lush, unfiltered beauty of the Nile. Models Angelina Kendall and Mohammed Hassan lend their presence to the campaign, their poised simplicity reflecting the refined ethos of the brand.
From Cairo to Aswan, the visuals embrace Egypt’s raw landscape — sun-bleached stone, sweeping riverside greenery, and golden light — all harmoniously framing the collection’s architectural silhouettes. With a minimal use of props, Sherif focuses instead on mood and movement, translating each image into a moment of quiet luxury.
The collection itself is a study in form and grace: double-breasted blazers, barrel trousers, and flared midi dresses play with proportion while remaining grounded in Jacquemus’ signature minimalism. Rich shades of red, mustard yellow, and sun-washed beige infuse warmth, echoing the region’s natural palette.
Sculptural dresses and tops are paired with discreet accessories that further the understated mood. Highlights include the label’s new Salon clutch, touched with hints of gold, and Cubisto mules, adding geometric edge to otherwise fluid forms.
Rather than rely on theatricality, Jacquemus’ SS25 campaign leans into sophistication with a quiet confidence. There’s no attempt to overshadow the garments — the storytelling is subtle yet stirring, focused not on excess, but essence.
With “La Croisière,” Jacquemus affirms its evolution: from playful escapism to refined elegance — where the destination is not just a backdrop, but an integral part of the narrative.
