For its Spring 2025 campaign “La Croisière (The Cruise),” French Maison Jacquemus travelled to the banks of Egypt, where the collection shone through the lens of Egyptian photographer and creative, Mohammed Sherif.
While Jacquemus is no stranger to selecting unapologetically chic destinations, the collection itself debuted in its home in Paris earlier this January. But this time, travelling to the region for its campaign, featuring models Angelina Kendall and Mohammed Hassan, the Maison sets sail to the lush rivers of the Nile.
Turning towards the more elegant designs, Jacquemus’ collection featured structured silhouettes on double-breasted blazers, barrel trousers and even classic flared midi dresses.
No one would deny that the collection’s minimal grace, amidst the vibrant coasts and sun-drenched greeneries of Egypt, provided a serene backdrop to the Maison’s classic debonair.
Shot from Cairo to Aswan, the campaign highlights the raw beauty of Egypt’s landscape, where the models were captured with minimal props but a grand focus on the moment’s authenticity. A true art speciality of Mohammed Sherif, who captured not only the location but the energy and ambience.
From the vibrant colourways of reds and yellows, the campaign further accentuated the details of the collection. Key pieces included sculptured dresses and tops, which were complemented by equally understated accessories such as the Cubisto mules and a pop of gold from its latest handbag designs like the Salon clutch.
Here, Jacquemeus truly epitomised the Maison’s move from the usual dramatised resortwear to the newfound understated sophistication.
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This story first appeared on GRAZIA Middle East.
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