Ludovic de Saint Sernin

Sep 2025

For its Fall 2025 campaign, Ludovic de Saint Sernin delivers a masterclass in austere, high-fashion storytelling that strips away the noise to focus on the interplay between form, material, and raw architecture. Captured through the lens of photographer Stuart Winecoff, the imagery leans into a stark, monochromatic palette, utilizing low-key chiaroscuro lighting to elevate the collection’s intricate textures—from glossy latex and delicate lace to structured leather and heavy wool. The campaign occupies a minimalist, industrial office-like environment, where the deliberate use of metal frames and raw concrete surfaces provides a brutalist foil to the fluid, sensuous silhouettes worn by models Amelia Gray, Alejo Humanes, and Lewis Gillooley. Under the creative direction of Lolita Jacobs and Jean-Baptiste Talbourdet, working alongside the house’s founder, the campaign channels a sense of restrained intensity. Styling by Carlos Nazario emphasizes this equilibrium, pairing tailored plaid and sharp coats with provocative details like thigh-high boots and metallic eyelets. The result is a series of portraits that feel simultaneously cinematic and deeply intimate, where sleek, wet-look hair by Jawara and sharp, graphic makeup by Karin Westerlund underscore a vision that is as precise as it is evocative. By stripping the setting to its barest essentials, the project highlights the tactile brilliance of the brand, cementing a modern, edgy aesthetic.

Editorial, Vertical, Cinematic

Natural light, Low-key / chiaroscuro

Luxury Fashion Houses, Fashion