Karl Lagerfeld: Karl Lagerfeld Summer 2025

May 2025

Karl Lagerfeld presents the Summer 2025 fashion campaign, a series of editorial portraits that lean into warm, sunlit aesthetics. Captured by photographer Christian MacDonald, the work features a mix of structured tweed and technical leisurewear set against white paneled wooden backdrops. Creative directors Daniel Packar and Roi Elfassy oversee the project, which incorporates a relaxed, coastal influence with surfboards and natural light as central elements. The campaign features models Birgit Kos and Mase Somanlall, with fashion styling by Celia Azoulay, hair by Panos Papandrianos, and makeup by Maud Laceppe. The execution relies on a clean, editorial look defined by golden hour lighting and soft shadow play.

Editorial, Warm, Clean

Natural light

House

Advertising Campaign