The Merlette Pre Fall 2025 campaign presents a series of candid, documentary-style editorial images featuring model Jemima Kirke. Photographed by Carlota Guerrero with creative direction by Roxane Danset, the collection leans into an intimate, urban atmosphere set against the backdrop of hotel interiors and city streetscapes. The imagery highlights the tactile quality of the brand’s garments, emphasizing textured knits, layered smocking, and structural ruffles.
Techniques such as analogue film and natural light are used to create a soft, clean aesthetic, while selective direct flash is employed for a more graphic, high-contrast look. Set design by Montana Pugh grounds the campaign in polished, modern environments, with makeup by Ren Nobuko complementing the refined, minimalist styling.
