mytheresa

Mar 2026

The Mytheresa S/S26 campaign masterfully synthesizes the high-fashion editorial aesthetic with the rugged, untamed beauty of an arid landscape. Through the lens of photographer Zoë Joubert, the campaign captures a sense of isolation and movement that defines this luxury fashion season. Under the sharp creative direction of Veronika Safrankova, the imagery leans into a minimalist, high-contrast narrative where vibrant, saturated garments—deep reds, purples, and yellows—pierce through the sun-baked, earthy tones of sedimentary rock formations. Styling by Mitchell Belk emphasizes the tactile nature of the collection, favoring layered utility jackets and textured knitwear that feel both sophisticated and raw. The project thrives on the interplay of natural light, ranging from bright, directional sunlight that sharpens the subject's features to the cool, moody glow of twilight in select portraiture. With casting direction by Zoard Heuze and precise grooming by makeup artist Paco Garrigues, the campaign leans into a clean, editorial look that avoids distraction, focusing instead on the harmony between contemporary silhouettes and the vast, weathered wilderness. By leveraging the interplay of these elements, the campaign creates a compelling dialogue between refined luxury fashion and the expansive natural world, ultimately delivering a polished, high-impact aesthetic that feels at once grounded and aspirational.

Lifestyle, Editorial

Natural light

Luxury Fashion Houses, Fashion