Gant
Gant S/S 25 Essentials
Jan 2025
Gant explores a refined, contemporary take on preppy heritage with its S/S 25 Essentials campaign. Across a series of clean studio portraits, the collection highlights classic wardrobe staples—ranging from cable-knit sweaters and crisp button-downs to polo shirts and layered denim—set against a neutral, minimalist backdrop. The imagery leans into a polished, relaxed aesthetic, utilizing soft, natural light to bring out the tactile qualities of the knitwear and cotton fabrics. Photographer Freddy Persson captures the campaign with a deliberate focus on casual styling and approachable silhouettes. The editorial look is brought together by fashion stylist Zara Zachrisson, with hair by Linda Shalabi and makeup by Anya de Tobon. The project features model Matthieu Jansen alongside a supporting cast, emphasizing a balanced, effortless dynamic through coordinated layering and subtle textural details.
Vertical, Clean
Natural light
High Street Fashion
White Seamless
Advertising Campaign
