Ashley Graham steps into the spotlight , this time as the face of VAILLANT ’s FW25 campaign, Modernologie of a Muse. Photographed by Felipe Romero Beltrán inside the stark, industrial setting of Francis Soler Architecte Agency in Paris, the campaign pairs Graham’s confident presence with the power of Alice Vaillant’s latest collection. With art direction by Antoine Roux and styling by Victoire Simonney, the visuals explore a new vocabulary of modern femininity, rooted in sensuality, subtle defiance, and sculptural detail.
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Graham, a defining voice in body positivity and a pioneer in challenging the industry’s narrow standards, gives the campaign its resonance through presence and self-assured clarity. Since launching her modeling career in the early 2000s, she has graced the covers of Vogue, Elle, and Sports Illustrated, the latter of which she famously became the first size-16 model to headline in 2016.
Founded by designer Alice Vaillant, the Paris-based label has quickly gained a reputation for merging structural precision with romantic sensibilities. Known for juxtaposing delicate materials with architectural cuts, VAILLANT proposes a hybrid wardrobe that invites vulnerability without compromising power. For FW25, this translates to silhouettes that unzip, fold, and drape with tactile intimacy, styled with shoes designed in collaboration with Gia Borghini. Lace trims appear like spontaneous brushstrokes across the body, while sculpted shoulders and high slits exude understated tension.
Visually, the campaign captures Graham in moments of stillness. In one image, she sits in a black dress with ivory lace curling diagonally across her chest like a drawn line, her gaze direct but unguarded. A close-up frames her in heathered gray, her bold red lip countering the softness of lace tracing across her collarbone.
Beltrán’s photography reinforces the dualities at play, soft curves within hard interiors, confident poses within controlled light. The choice of a visually striking, architect-designed setting underscores VAILLANT’s connection to Parisian design culture and its emphasis on structure and form. The campaign is a portrait of presence, reminding us that when fashion is approached with intention, it doesn’t just dress the body, it reshapes how we see it.
