Jacquemus

Nov 2023

For the GUIRLANDE Holiday 2023 ad campaign, luxury fashion house Jacquemus delivers a masterclass in playful, high-concept visual storytelling. Under the creative direction of Simon Porte Jacquemus, the brand leans into a surreal and festive aesthetic that subverts traditional winter tropes. Captured by photographer Drew Vickers, the series features Kendall Jenner in a collection of meticulously styled images that oscillate between polished studio portraiture and whimsical outdoor tableaus. The campaign utilizes a high-key lighting approach to ensure the saturated reds, metallic silvers, and plush faux-fur textures pop against minimalist, monochromatic backdrops. By placing the subjects in unexpected juxtapositions—such as pairing ski gear with palm trees or stringing Christmas lights around the body—the campaign achieves a distinct editorial sensibility that feels both grounded and aspirational. Throughout the various compositions, the work channels an athletic elegance, effectively utilizing natural light to highlight the intricate details of the apparel. From the deliberate use of studio strobe to emphasize fabric textures to the clean, architectural framing that defines each shot, the project captures the festive season through a lens of curated chaos. This collaboration represents a cohesive, trend-forward vision that cements the label's signature blend of bold color, tactile materials, and irreverent luxury, resulting in a memorable, multi-faceted holiday narrative that feels both inherently fashion-forward and quintessentially Jacquemus.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion