Hermes

Feb 2025

The Hermes Spring 2025 ad campaign is a masterclass in visual storytelling, where the luxury fashion house leans into surreal, conceptual narratives to elevate its seasonal collection. Under the vision of creative director Fabien Mouillard and the sharp lens of photographer Nathaniel Goldberg, the campaign employs a sophisticated live-action technique to blur the boundaries between reality and the imaginary. By utilizing forced perspective, the imagery creates a dreamlike environment where oversized wooden structures and dramatic, shifting scales anchor the human form against the vastness of the natural world. Models including Ella Mccutcheon and He Cong navigate these architectural vistas with an ease that feels both cinematic and rooted in editorial minimalism. Art direction by Klervia Gabaud brings a refined, geometric precision to the frames, while the interplay of soft natural light at dusk and dawn accentuates the intricate textures of the featured leather goods and silk accessories. Through the expert collaboration of stylist Rae Boxer, the styling maintains a crisp, contemporary edge that balances the whimsical nature of the compositions. This campaign transcends traditional advertising, offering a highly stylized, cohesive journey that reinforces the brand's heritage of imaginative craftsmanship while remaining firmly rooted in a polished, modern aesthetic that feels inherently timeless and profoundly artful.

Editorial

Natural light

Luxury Fashion Houses, Fashion