Karl Lagerfeld

Mar 2025

The Spring/Summer 2025 campaign for Karl Lagerfeld Jeans captures a contemporary streetwear aesthetic through a clean, editorial lens. The series centers on the interplay between tactile denim textures and retro-analog technology, featuring a recurring visual motif of stacked vintage CRT monitors displaying looped video feeds of the models. Photographer Mitchell O'Neil employs a high-key, neutral studio backdrop to emphasize the collection's utilitarian tailoring and fringe-hem denim. Casting by Michiel van Maaren introduces a diverse cast, including model Djairo Mulder, who navigates a minimalist set that bridges professional photography equipment with lo-fi video installation elements.

Editorial, Vertical, Clean

White Seamless

Advertising Campaign