For the Lunar New Year 2025 ad campaign, Kenzo delivers a masterclass in editorial minimalism that feels both celebratory and sharply contemporary. Under the creative direction of Nigo, the project leans into a bold, monochromatic red palette that commands attention while serving as the perfect backdrop for the brand's latest collection. The imagery, captured by photographer Marco Lessi with art direction by Paul Garnier, strips away the noise to prioritize the interplay between high-contrast textures and striking graphic elements, such as the signature serpent motifs and intricate floral pins. Across the series of studio portraits, director Thibault Della Gaspera ensures a consistent, composed aesthetic, inviting models like Hedi Ben Tekaya to anchor the frame with a steady, direct gaze that feels intimate yet elevated. The work utilizes a mix of studio strobe and flash lighting to produce defined, hard shadows against the saturated red walls, adding depth to the clean compositions. With grooming expertise from hair stylist Hiro Furukawa and makeup artist Tiziana Raimondo, the campaign channels a refined balance of lifestyle approachability and high-fashion polish. By embracing this reductive visual language, Kenzo succeeds in centering the viewer's focus squarely on the craftsmanship and iconic branding, resulting in a cohesive fashion editorial that feels unmistakably fresh for the new year while remaining deeply rooted in the house’s distinct design DNA.
