Jean Paul Gaultier has revealed its Fall 2025 pre-collection campaign, placing BLACKPINK’s Jennie at the center of the spotlight. Described by the house as the “Ultimate Showgirl,” Jennie brings a bold sense of identity to the project, which channels water, fire, earth, and air through sculptural designs, tactile materials, and carefully orchestrated motion.
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Max Siedentopf directed the campaign, shaping a visual world where each element comes to life through Jennie’s performance. Shot with stylists Minhee Park and Leopold Duchemin, and with beauty by Seonyeong Lee, Joyoun Won, and Cam Tran, the campaign translates Gaultier’s signature codes, corsetry, trompe-l’œil, and sharply cut tailoring, into fresh material explorations. The concept doesn’t just rely on aesthetic references but pulls from physical sensation: fluidity, heat, weight, and lift.
Jennie responded to the experience with a sense of transformation. “This campaign felt like stepping into a dream,” she shared in a press release. “Every look had its own energy – fluid, fiery, grounded or light – and I loved expressing all those sides of myself through Gaultier’s incredible designs.” She added, “Jean Paul Gaultier has always inspired me to be bold, and this was truly a celebration of that.”
The design studio at Jean Paul Gaultier created the Fall 2025 pre-collection in anticipation of Duran Lantink’s first official season as creative director. The house chose to position Jennie, both a global pop icon and a regular on fashion’s front rows, as the figure to lead this campaign.
The campaign’s showgirl concept repositions the role beyond spectacle. Jennie doesn’t simply model the clothes, she animates them through movement, attitude, and presence. Whether framed by the shimmer of water or a burst of flame, she shifts between personas with precision. According to the house, her portrayal moves between grounded and ethereal, “flirting with instinctive strength and authenticity.”
This marks Jennie’s most direct collaboration with Jean Paul Gaultier, though her relationship with the house has developed in recent seasons. In January, she attended the Gaultier couture show designed by Ludovic de Saint Sernin, wearing a sheer beaded dress from the Spring 2008 collection. That appearance signaled her interest in exploring Gaultier’s archives while embracing its contemporary direction.
Now, in the Fall 2025 pre-collection, she steps into a new role, not as muse, but as lead. The campaign presents each element as a chapter, with the clothes acting as both costume and character. While the house awaits its next official runway presentation under Lantink, this prelude suggests a future that honors Gaultier’s disruptive past while looking forward with clarity.
