POUR LA NUIT BY POUR LUI

POUR LA NUIT BY POUR LUI · Cruise 2025 Campaign

The Cruise 2025 campaign for POUR LA NUIT BY POUR LUI explores a juxtaposition of traditional menswear and rugged, industrial surroundings. Through the lens of photographer Jumbo Tsui, the fashion campaign captures a series of portraits and full-length shots in urban and commercial outdoor settings. Fashion stylists Madison Gu and Rei Kawauchi curate a wardrobe that blends textured knits, layered streetwear, and classic tailoring. The visuals rely on natural light to highlight the contrast between soft, tactile garments and the raw, unpolished backdrop of railway yards and industrial loading docks. The campaign leans into a playful, editorial aesthetic, utilizing distinct styling choices to ground the collection within an urban landscape.