Karl Lagerfeld

May 2025

The Karl Lagerfeld Summer 2025 fashion campaign channels a coastal aesthetic, utilizing a backdrop of white paneled walls and surfboards to frame the seasonal collection. The series leans into a warm, sunlit atmosphere, with the imagery captured under natural light to achieve a clean and polished editorial finish. Photographed by Christian MacDonald, the campaign features creative direction from Daniel Packar and Roi Elfassy. Styling is led by Celia Azoulay, with hair by Panos Papandrianos and makeup by Maud Laceppe. The project highlights both structured tweed outerwear and relaxed leisurewear, with model Birgit Kos appearing alongside Mase Somanlall throughout the campaign.

Editorial, Warm, Clean

Natural light

Luxury Fashion Houses

House

Advertising Campaign