Ludovic de Saint Sernin

Jun 2025

Ludovic de Saint Sernin delivers a masterclass in intimacy and ease with the Spring 2025 Ad Campaign, a collection of imagery that bridges the gap between high-fashion editorial polish and grounded, lifestyle-driven vulnerability. Under the discerning creative direction of Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone, the campaign leans into a visual narrative that feels both cinematic and remarkably candid. Photographer Maxime La utilizes a refined mix of natural light and sharp, direct flash to elevate the textures of the collection—from the shimmering sequins catching the golden glow of a window-lit room to the tactile, glossy finish of leather dresses captured against the stark backdrop of a dark urban street. With Paige Reifler starring as the campaign's central presence, the photography captures a series of deliberate, movement-heavy portraits that feel deeply personal. Chiao Chenet's contribution to the styling of hair, particularly the slicked-back, wet-look aesthetics, adds a sharp edge to the softness of the interior settings. By balancing the ornate details of velvet and lace-up corsetry with clean, minimal environments, the campaign maintains a cohesive, sophisticated rhythm. The result is a series of portraits that feel less like traditional advertising and more like an authentic, high-fashion study of character, seamlessly blending editorial minimalism with the raw, textural allure of contemporary luxury fashion.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion