KNWLS

Mar 2025

For the KNWLS Baby Fall 2025 ad campaign, the brand masterfully leans into an intersection of rugged luxury and avant-garde editorial minimalism. Captured through the lens of photographer Marc Asekhame, the imagery serves as a masterclass in texture and mood, oscillating between shadowy, low-key chiaroscuro portraits and crisp, naturally lit lifestyle shots. Under the creative direction of Charlotte Knowles and Alexandre Arsenault, the campaign utilizes a sophisticated, tactile language, pairing coarse, rippled leathers and voluminous faux furs against the smooth, structured lines of modern interior architecture and softened, twilight-drenched environments. Stylist Georgia Pendlebury curates a look defined by intricate embellishments—from metallic stud-work to sculptural headpieces—that ground the garments in a high-fashion sensibility. The cinematic quality of the work is bolstered by the deliberate, contemplative presence of models Iris Law and Shivaruby Premkanthan, whose poised, neutral expressions enhance the solemn, polished aesthetic of the collection. With hair by Claire Grech and makeup by Isamaya Ffrench, the project emphasizes a cohesive, moody palette of dark earth tones and metallic accents. Through the seamless integration of studio strobe and ambient natural light, the campaign successfully elevates the KNWLS signature aesthetic, inviting the viewer to engage with the garment construction as a form of art. It is a striking exploration of contemporary silhouettes that feels both intimate and grand, capturing the essence of the season with technical precision.

Editorial, Vertical, Lifestyle

Natural light

Luxury Fashion Houses, Fashion