Jean Paul Gaultier
Pre-Fall 2025 Ad Campaign
May 2025
The Jean Paul Gaultier Pre-Fall 2025 ad campaign is a masterclass in editorial minimalism, seamlessly blending the heritage of a storied fashion house with a contemporary, high-contrast visual language. Featuring Jennie as the face of the campaign, the imagery moves beyond traditional product photography to embrace a documentary-style, behind-the-scenes aesthetic. Creative director Max Siedentopf leans into the raw reality of the studio, frequently incorporating production elements like motion picture cameras and crew members into the frame to ground the high-fashion subject matter. The execution relies heavily on dramatic lighting, utilizing studio strobe setups to oscillate between harsh, graphic shadows and the moody depth of chiaroscuro, effectively emphasizing the intricate textures of structured denim and patterned bodysuits. With styling by Minhee Park and Leopold Duchemin, the project feels both meticulously composed and candid, capturing a kinetic energy directed by Malik Le Nost. This commercial series prioritizes the silhouette, using a restrained color palette and clean backdrops to ensure every detail—from the sleek, pulled-back hairstyles by Seonyeong Lee to the refined makeup by Joyoun Won—remains sharply in focus. By highlighting the collaborative, live-action technique inherent in professional photoshoot environments, the campaign positions itself as a self-aware exploration of fashion in motion, asserting Gaultier’s enduring relevance through a lens that feels simultaneously intimate and grand.
Commercial, Editorial
Studio strobe
Luxury Fashion Houses, Fashion
