Jil Sander

Jul 2024

For the Fall 2024 ad campaign, Jil Sander transforms the iconic Cannolo bag into a centerpiece of a surrealist, high-end fashion narrative. Under the guidance of creative directors Lucie and Luke Meier, the brand embraces a distinct editorial minimalism that feels both playful and precise. Captured through the lens of photographer Roe Ethridge, the campaign leans into vibrant, high-contrast color blocking and unconventional still-life arrangements. Whether the accessory is paired with ceramic cabbage-leaf plates, billiard balls, or scattered cherries, the studio strobe lighting masterfully articulates the supple leather textures against diverse, tactile backdrops. The project successfully pivots between portraiture and product-focused commercial work, with model Vilma Sjöberg grounding the high-concept compositions in a refined, modern reality. Art direction from Peter Miles ensures that the visual identity remains cohesive, utilizing saturated palettes—ranging from deep navy to bright coral—to highlight the sculptural form of the Cannolo. By integrating sophisticated styling by Poppy Kain, alongside sharp hair by Soichi Inagaki and clean makeup by Mel Arter, the campaign elevates the everyday accessory into an object of art. These images represent a masterclass in luxury storytelling, proving that even the most structured fashion house can flirt with whimsy while maintaining the effortless, clean-lined aesthetic that defines the Jil Sander heritage.

Editorial, Commercial

Studio strobe

Bags & Accessories, Fashion