Bergdorf Goodman

Oct 2025

For their Holiday 2025 ad campaign, Bergdorf Goodman leans into a sophisticated, timeless narrative that feels less like a commercial blitz and more like a collection of intimate character studies. Captured through the lens of photographer and director Alexandre Bassard, the project bridges the gap between luxury fashion and elevated lifestyle storytelling. Across the series, the aesthetic relies heavily on high-key natural light and a deliberate, editorial minimalism that allows the textures of velvet, crisp cotton, and stone to take center stage. From the quiet intellectualism of an office setting featuring vintage writing tools to the rhythmic hustle of a shopper navigating the sidewalk with an Airedale Terrier in tow, each portrait feels grounded and authentic. The campaign features a diverse ensemble of talent, including Linda Fargo, Willy Chavarria, Maggie Maurer, Cacho Falcon, TK Quann, Cipriana Quann, Quentin Jones, and Bernard Maisner, who each bring a distinct personality to these commercial portraits. By centering the imagery on the iconic limestone facade of the Bergdorf Goodman entrance and utilizing soft, monochromatic palettes, the work reinforces the brand’s heritage while maintaining a contemporary edge. It is a masterclass in restrained elegance, proving that even in the height of the holiday season, luxury fashion houses can tell a resonant story through carefully composed portraiture and a commitment to genuine atmosphere.

Vertical, Commercial

Natural light

Luxury Fashion Houses, Fashion