Margaret Howell
Fall 2025 Ad Campaign
Aug 2025
The Margaret Howell Fall 2025 ad campaign serves as a masterclass in quiet, atmospheric luxury fashion, grounding the house's latest collection in the rugged, tactile landscape of the Kent coastline. Shot with a discerning eye by photographer William Waterworth, the campaign leans into a monochromatic aesthetic, utilizing high-contrast, black and white imagery to explore the intersection of structured tailoring and raw, natural elements. Across the series, the work evokes a cinematic quality, where the interplay of chiaroscuro lighting and minimalist composition elevates the quiet, contemplative nature of the styling. Models Gideon Adeniyi and Tanya Churbanova are captured with a sense of deliberate ease, their layered silhouettes—featuring crisp white shirts, textured knitwear, and structured blazers—perfectly echoing the weathered wooden piers and pebble-strewn shores that form the backdrop of the narrative. By embracing analogue techniques and working with natural light, the campaign achieves a timeless, editorial minimalism that eschews artifice in favor of authentic texture. This project is a cohesive study in movement and stillness, where the clean lines of the clothing are heightened by the organic, coastal environment. Under the creative direction of Margaret Howell, the series translates the brand's enduring ethos into a visual language that feels both grounded and deeply sophisticated, emphasizing the tactile beauty of heavy wools and classic patterns against the vast, atmospheric skies of the British coast.
Editorial, Vertical, Editorial, Vertical
Natural light
Luxury Fashion Houses, Fashion
