Martine Rose

Jan 2025

The Spring 2025 ad campaign for luxury fashion house Martine Rose serves as a masterclass in subverting the traditional visual language of editorial photography. Through the lens of photographer Sharna Osborne, the collection leans into an experimental, lo-fi aesthetic that feels both raw and deliberate. The campaign utilizes a mix of analogue techniques, including 35mm film and distinct VHS-inspired textures, to ground the high-fashion designs in a tangible, almost nostalgic reality. Creative director Martine Rose continues to push boundaries, collaborating with stylist and art director Tamara Rothstein to construct a series of portraits that favor textural complexity over polished perfection. From subjects adorned with artificial prosthetics to the deliberate clutter of printed ephemera scattered across studio floors, the campaign is defined by its surreal, lived-in energy. The visual narrative is punctuated by strategic accessory choices—heavy silver chains and oversized industrial jewelry—that stand out against muted, natural light. With hair by Gary Gill, makeup by Marina Belfon Rose, and intricate set design by Polly Philp and Simon Gray, the production creates a cohesive, albeit uncanny, atmosphere. By emphasizing tactile elements and deliberate, grainy imperfection, the project captures the distinct spirit of the brand, offering a refreshing departure from the hyper-glossy standards currently dominating the luxury fashion industry landscape.

Vertical, Editorial

Natural light

Luxury Fashion Houses, Luxury Fashion Houses, Fashion, Fashion