McQueen: Holiday 2025 Ad Campaign

Dec 2025

McQueen presents its Holiday 2025 campaign, a series of portraits and editorial captures that bridge the gap between intimate domestic settings and grand, historic architecture. Under the creative direction of Seán McGirr, the project leans into a raw, tactile aesthetic, heavily utilizing analogue film and natural light to emphasize the structured tailoring and rich textures of the collection. The imagery shifts from the quiet focus of wood-paneled interiors to the expansive, moody atmosphere of grassy meadows, anchoring the seasonal narrative in a distinct, textured classicism. Photographed by Sammy Khoury with art direction by SJ Todd, the campaign features a dynamic cast of models including Lily McMenamy, Apolline Roco Fohrer, and Tsion Teferi. The visual execution is defined by its focus on detail, from the sharp lines of tailored leather and wool garments to the nuanced layering of accessories. Styling by Sarah Richardson, with hair by Gary Gill, makeup by Daniel Sallstrom, and manicures by Ama Quashie, rounds out the polished, moody compositions found across both commercial and editorial frames.

Vertical, Editorial, Clean

Analogue / film, Natural light

Advertising Campaign