Emily Ratajkowski leads Kurt Geiger FW25 campaign, where the brand pairs snowy alpine scenes with touches of summer sun. The shoot focuses entirely on accessories, with bags and boots taking the spotlight across a series of images set high in the mountains.
Photographer Laura Coulson captures the contrast between blue skies and snowy terrain, using the landscape to emphasize new silhouettes and color treatments. The visuals frame a focused accessory edit that reflects the brand’s shift over recent years, from a footwear label that sells bags to a business where bags now lead its sales. The images don’t suggest discomfort, even though Ratajkowski poses in outfits that seem unsuited to the cold, offering a clean, stylized take rather than a literal seasonal depiction.
While the alpine setting dominates the visuals, the brand still ties the concept back to London. One of the key looks in the campaign pairs Kurt Geiger’s Kensington bag with knee-high, black, sparkling boots. The brand describes these as “snow-stopping” accessories, yet insists the style feels rooted in London despite the mountain setting. That visual tension draws attention to the pieces without relying on seasonal clichés.
Color plays a major role across the new collection. Bags appear in shades of cinnamon, taupe, and chocolate brown, but also branch into soft pinks and electric blues. Many feature the brand’s signature rainbow crystal design, which surfaces as a motif throughout the campaign. Faux-fur textures appear across both mini and oversized bags, extending the collection’s tactile quality.
Boots also drive much of the campaign’s message. The edit introduces sheepskin-lined styles in tan or rainbow colorways, offering comfort without stepping away from the brand’s loud aesthetic. Ankle boots appear in chunky leather with metal stud detailing, while suede heeled options, including over-the-knee cuts, come with fringe accents or shimmering finishes. The campaign refers to the concept as “cosy meets cool,” though the actual presentation leans more toward polish than softness.
Beyond boots, Kurt Geiger expands the edit with shoes like the Islington sneaker, which gets updated in velvet, animal prints, and mixed metallics. These versions of the sneaker keep the familiar silhouette but introduce finishes that tie back to the brand’s current focus on material contrast and color experimentation.
Kurt Geiger uses this campaign to frame its accessories as the driving force behind its seasonal identity. The setting and casting shift the tone of the brand’s previous campaigns, which often stayed closer to home with London-based shoots. For FW25, the mood moves somewhere between fashion editorial and product focus, letting the textures and colors of the accessories carry the weight.
