Jaded London

Oct 2025

The "Ember" F/W 25 campaign for Jaded London presents a series of editorial images that blend high-fashion eveningwear with raw, industrial-inflected settings. Captured by photographer James Bee with art direction by Aïcha Sommer, the campaign leans into a moody, narrative-driven aesthetic, set against a backdrop of weathered plaster walls, distressed wooden staircases, and urban waterfront docks. Model Lexie Tapper anchors the collection, appearing in varied textures ranging from plush faux-fur coats to intricate beaded body chains and shimmering lurex gowns. The execution utilises gritty visual elements and dramatic lighting, often incorporating flash and soft, directional light to highlight the rich jewel-toned palette of the collection. The styling by Christos Bairabas features sleek, platinum blonde hair and defined smoky eye makeup, grounding the elaborate draped garments and metallic embellishments. Throughout the campaign, Tapper is positioned amidst a cast of suited male counterparts, creating a visual dialogue between tailored formality and textured, opulent design.

Editorial, Moody, Horizontal

High Street Fashion

Advertising Campaign