Chanel

Nov 2024

Chanel captures the essence of escapism in its Cruise 2025 ad campaign, a body of work that masterfully bridges the gap between high-fashion tailoring and the rugged elegance of a coastal landscape. Under the precise lens of photographer Jamie Hawkesworth, the campaign channels a serene, sun-drenched aesthetic that feels both timeless and grounded in the house's heritage. Model Loli Bahia effortlessly embodies this duality, navigating a visual narrative that shifts between the tactile richness of oversized chunky-knit cardigans and the refined sophistication of structured tweed suits. The project leans into the atmospheric power of natural light, utilizing golden hour hues to heighten the contrast between the porous textures of rocky Mediterranean cliffs and the delicate, intricate lace detailing of the resort wear. By integrating cinematic framing with an editorial perspective, the imagery transforms the shoreline into a stage where minimalist architectural silhouettes meet the untamed beauty of the sea. Hawkesworth’s treatment of depth and light emphasizes the meticulous craftsmanship of the signature quilted leather bags and nautical-themed accessories, ensuring each composition feels as intimate as it is expansive. The result is a cohesive lifestyle portrait that feels less like a traditional commercial offering and more like a narrative exploration of a sophisticated, sun-soaked journey, beautifully articulating the spirit of the Chanel brand through texture, shadow, and scale.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion