For its Fall 2023 ad campaign, luxury fashion house Jacquemus leans into a surrealist pastoral dreamscape, masterfully blending avant-garde silhouettes with the raw, vibrant textures of nature. Captured by photographer Johnny Dufort, the series presents a whimsical tension between high-fashion minimalism and organic playfulness. Through the lens of editorial minimalism, the campaign highlights model Gigi Hadid, whose presence anchors the collection's bold structural choices—from voluminous, spherical puffed garments to metallic, bubble-like dresses that challenge traditional tailoring. Stylist Ursina Gysi curates these sculptural pieces against the stark, lush backdrop of a verdant outdoor garden, where the clean lines of white and red apparel clash vividly with deep green foliage. The imagery makes extensive use of natural light, allowing the soft, even illumination to emphasize both the intricate quilted textures of the accessories and the glossy sheen of fruit-laden, surreal still-life elements. By integrating live-action techniques with a clean, high-fashion aesthetic, the campaign feels both grounded and otherworldly. The project succeeds by transforming a simple garden setting into a stage for geometric experimentation, where the interplay of form and color creates a striking visual narrative. Each frame reads as a deliberate study in contrast, effectively capturing the hallmark essence of the brand while maintaining a sophisticated, modern editorial edge that feels entirely distinct in the luxury fashion market.
