C.design

May 2024

For the C.design Resort 2025 ad campaign, the brand leans into an evocative narrative that strips back the artifice of traditional swimwear marketing, opting instead for a raw, tactile exploration of the human form against the rugged geometry of the coast. Under the creative direction of Catinella, the campaign utilizes a series of stark, high-contrast compositions and moody editorial minimalism to elevate the swimwear collection. Photographer Simon Lekias captures model Riley Russell across diverse coastal settings, ranging from the sun-drenched, textured surfaces of sandstone cliffs to the deep, reflective pools of the tide. By utilizing natural light as a primary narrative tool—switching seamlessly between high-key beach exposures and dramatic low-key chiaroscuro portraits—the imagery emphasizes the interplay between the organic textures of sand, wet skin, and the fluid movement of the ocean. Styled by C.Design with hair and makeup artistry by Noni Smith, the visuals lean into a cinematic aesthetic that feels both intimate and expansive. The result is a sophisticated visual language that prioritizes silhouette and form over embellishment. Whether through the lens of a grit-filled monochrome portrait or a shimmering, caustic light reflection in the water, this campaign succeeds by grounding the swimwear in a sense of serene, atmospheric reality that captures the essence of a modern, understated resort escape.

Lifestyle

Natural light, Natural light

Swimwear, Swimwear, Fashion, Fashion