Home
·Projects
·Jil Sander
·2025
·x Bochum Welt: Wanderlust Ad Campaign

An illuminated train crosses a large urban metal bridge at twilight with glowing streetlights below.

Close-up portrait of a young person with light curly hair outdoors against a green blurred background for Jil Sander.

Close-up portrait of a person with curly light brown hair wearing a white collared shirt in a moving train interior

Two people reflected in mirror shards on dirt ground showing overhead trees

Woman in a light shirt standing amidst tall grass in a sunlit forest clearing for Jil Sander Wanderlust ad campaign.

Model in light blue shirt standing indoors next to a tiled pillar with warm overhead lighting for Jil Sander.

Dusk view across a dark river toward industrial docks with towering port cranes and distant city lights under an overcast sky.

A young man lying on green grass looking upward with hands raised in the foreground, for Jil Sander.

Macro shot of fingers holding a dark red flower against a clear sky background

Two people by a riverbank in a lush forest, one standing and one seated near large overhanging tree branches.

Man riding a bicycle on a wide paved dock near industrial cranes and a large building with stairs under a clear sky.

Jil Sander x Bochum Welt: Wanderlust Ad Campaign 2025

About

The Jil Sander Wanderlust ad campaign, designed to celebrate the collaboration with Bochum Welt, masterfully bridges the gap between luxury fashion houses and the raw, rhythmic pulse of industrial landscapes. Under the guidance of creative director Simone Bellotti and art director Christopher Simmonds, the campaign unfolds as a cinematic journey that feels both transient and deeply grounded. Through a series of carefully composed imagery, the project leans into editorial minimalism, utilizing natural light to elevate the subject matter against a backdrop of sweeping harbour vistas, forest sanctuaries, and the kinetic energy of train travel. The visuals employ a live-action technique that captures the intimate, pensive moments of its protagonists, portrayed by a diverse cast including Pauline Schubach and Lauren Huyskens. Charlotte Collet delivers a styling direction that complements the collection's refined aesthetic, while the subtle, precise work of Ramona Eschbach on hair and Stephanie Kunz on makeup ensures that the humanity of the subjects remains the focal point amidst the grand, structural geometry of the settings. By juxtaposing the soft, tactile elements of nature—like macro shots of flora—with the imposing, desaturated scale of dockside cranes, the campaign crafts a narrative of quiet introspection. It is an exploration of wandering that feels as much like an architectural study as it does a fashion showcase, successfully rooting high-end design in the authentic, shifting light of the everyday world.