Aritzia

Feb 2025

Aritzia introduces the Sweatfleece 2025 campaign, a series of editorial and commercial portraits that emphasize the material texture and versatile layering of the brand’s latest loungewear collection. Creative director Sami Barker anchors the project with a focus on a minimalist aesthetic, utilizing monochromatic seamless backdrops in blue and white to keep the silhouettes front and center. Photographer Claudio Robles documents the collection with soft, diffused studio lighting, favoring clean compositions that transition between full-length portraits and tight, deliberate framing. The production features model Valerie Scherzinger in a range of coordinated sets, accented by props that lean into a subtle workspace theme. With makeup artistry by Michaela Bosch and precise set design by Patience Harding, the work leans into a refined, clean visual language throughout.

Vertical, Commercial, Minimalist, Clean

Soft Light

High Street Fashion

White Seamless

Advertising Campaign