Karl Lagerfeld: Karl Lagerfeld S25

May 2025

The Karl Lagerfeld S25 campaign showcases the brand's latest seasonal collection through a series of editorial outdoor portraits set against classic stone architecture. The visuals lean into a warm, natural light aesthetic, emphasising the textures of the apparel and the surrounding urban environment. Photographer Christian MacDonald worked alongside creative directors Daniel Packar and Roi Elfassy to capture the collection, which features tailored jackets, vibrant orange hues, and striped knitwear. Stylist Celia Azoulay curated the looks, while grooming was managed by hair stylist Panos Papandrianos and makeup artist Maud Laceppe. The project includes set design by Andy Harman and videography by Marilou Daubé, with casting directed by Shawn Dezan.

Editorial, Vertical, Warm, Clean

Natural light

Advertising Campaign