Anne Klein introduces its Fall 2025 campaign by casting Candice Swanepoel and Joan Smalls, two close friends whose careers extend beyond modeling into entrepreneurship, media, and philanthropy. The campaign aims to reflect the kind of connection that exists between women who share ambition, style, and a sense of purpose.
Shot in New York City, the campaign brings together visual clarity and emotional presence. Photographer Matt Easton and director JP Micallef worked alongside stylist Sandy Armeni to produce imagery that centers the models without distraction. Anne Klein avoids abstract themes this season and instead frames a direct narrative around friendship and shared strength.
Smalls returns to the brand for the second time after appearing in its Spring 2022 campaign. Her presence in the campaign reinforces Anne Klein’s interest in women who carry their public roles into personal missions. Swanepoel, who starred in the Spring 2023 campaign, returns in a new context that connects her professional identity to the values the brand promotes.
This new campaign places less focus on product and more on presence. It uses the friendship between Smalls and Swanepoel as its frame, allowing the imagery to carry unforced emotion. The brand’s direction focuses on how the models stand next to one another, how they look, move, and hold the space as a pair.
Anne Klein positions this campaign as a continuation of ongoing narratives. The brand favors long-term relationships with its collaborators, choosing figures who reflect the values it wishes to emphasize. With Smalls and Swanepoel, that emphasis lands on ambition, independence, and care. Each model represents a different cultural context and career path, but their presence together forms a cohesive picture of shared values.
The campaign will launch in the September issue of Harper’s Bazaar, followed by a rollout across additional fashion publications. Anne Klein uses this placement not just for exposure but to situate the campaign in a space that aligns with its visual and editorial priorities.
Rather than focus on trends, the campaign directs attention to what endures through work, friendship, and mutual recognition. Anne Klein continues to build on a narrative that positions fashion as a platform for clarity and direction, not just for self-expression, but for shared momentum.
By building this campaign around two individuals who know each other beyond the studio, Anne Klein strips away artificial distance. It treats fashion as a surface where purpose and connection take form, keeping the message tight and rooted in lived experience.
