Jacquemus takes a new turn with its latest campaign, La Croisière, setting the Spring Summer 2025 collection against Egypt’s sun-soaked terrain. Following a runway return to the official Paris Fashion Week calendar with a small-format show in the city, the French brand shifts direction, choosing the stillness of Giza to frame its newest visuals.
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The brand’s Spring Summer 2025 presentation already hinted at a travel-oriented theme, both in name and mood. That energy continues, but now stretches into the dunes and stone of Egypt’s ancient setting. Egyptian photographer and filmmaker Mohamed Sherif captures the campaign, bringing models Angelina Kendall and Mohamed Hassan into wide, cinematic frames that feel both direct and dreamlike.
Rather than relying on grandeur or scale, the imagery favors quiet tension. In one shot, Kendall stands near the pyramids, her silhouette pared back and architectural. In another, Hassan walks along the Nile’s edge, where the river brushes up against dense green banks, an image that grounds the collection’s lightness in something physical and rooted.
Sherif’s photography does not distract. He directs attention toward the garments by building space around them, placing Jacquemus’s sculptural cuts and neutral tones against Egypt’s textures. Sand, stone, water, and sky become the unofficial color palette of this visual story, matching the brand’s use of linen, suiting, and draped silhouettes. Kendall and Hassan move without spectacle, letting posture and stillness carry weight. The collection doesn’t fight for attention; instead, it invites closer viewing. Lightweight dresses, sharp tailoring, and understated accessories appear in each frame without forcing contrast.
Jacquemus continues to play with the idea of travel, not as escape, but as quiet observation. The campaign treats Egypt as a place of calm rather than excess. Nothing feels performative. Even the choice of location, far from France, far from crowds, speaks to a deliberate shift in tone.
With La Croisière, Jacquemus avoids literal interpretations of vacation wear. There are no resort clichés or overworked color stories. Instead, the pieces look made for actual movement, for heat, and for the kind of climate that shapes how a person walks, sits, and dresses.
The brand’s 40-person runway in Paris earlier this season offered a controlled, almost minimal re-entry into the fashion week calendar. The Egypt campaign, though visually expansive, keeps that sense of restraint. This isn’t a campaign about dominance or spectacle. It’s about placement, tone, and the rhythm between image and fabric.
Jacquemus often finds energy in dislocation, in placing its collections somewhere unexpected. From salt flats to lavender fields, the brand’s backdrops have always carried meaning. This time, though, the location serves less as contrast and more as context. The pyramids don’t overshadow the collection. The Nile doesn’t serve as a prop. Together, they offer space to examine form and fabric with new eyes.
what a beautiful shoot! and i love how they have honoured egypt by hiring an Egyptian photographer 💕