Next Company Summer 2025 "Escape into summer" 2026

About

Next Company captures the quintessential spirit of seasonal longing with its Escape into Summer campaign, a masterclass in luxury fashion photography that transports the viewer to a sun-drenched Mediterranean retreat. Photographed by Scott Trindle, the imagery leans into an aesthetic of effortless elegance, where the tactile quality of linen tailoring and intricate crochet sets takes center stage. Working alongside fashion editor Kate Phelan, the project utilizes an editorial approach to highlight the movement and texture of the collection, favoring a clean, minimalist backdrop that allows the vibrant botanical motifs and wave-inspired graphics to pop against stark white concrete and coastal rock formations. The creative execution benefits from a sophisticated use of natural light, which filters through the frames to cast dappled shadows that emphasize the high-end materials while maintaining a relaxed, vacation-inspired atmosphere. With hair styling by Ryan Mitchell and makeup artistry by Hannah Murray, the vision remains grounded yet aspirational, perfectly framing Adele Aldighieri as the embodiment of summer ease. By blending traditional commercial techniques with a cinematic lens, the campaign feels both timely and timeless. This project serves as a compelling exploration of seasonal branding, showcasing how precise styling and thoughtful lighting can elevate even the most classic summer staples into a cohesive, evocative visual narrative that resonates deeply within the modern luxury fashion landscape.