Jaded London: "Ember" F/W 25 Campaign

Oct 2025

The Jaded London 'Ember' F/W 25 campaign brings a high-fashion editorial lens to an industrial and weathered backdrop. Captured by photographer James Bee with art direction from Aïcha Sommer, the campaign leverages an interplay of textures—from voluminous faux fur and feathered evening wear to metallic sculptural cuffs—set against raw plaster walls and concrete environments. The imagery leans into a moody aesthetic, utilizing chiaroscuro lighting and grainy analogue film techniques to frame model Lexie Tapper in a series of narrative-driven scenes. Throughout the campaign, Christos Bairabas emphasizes the collection's sharp, high-street sensibility with sleek hair styling that complements the dark, dramatic makeup. The visual output balances luxury evening wear with grit, contrasting jewel-toned silhouettes and beaded body chains against the stark, distressed interiors of the various shoot locations.

Editorial, Moody, Horizontal

Advertising Campaign