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·'Lucid Dreaming' 2024 Ad Campaign

Model Abby Champion levitating horizontally in a white dress over a field of lights for Paul Andrew by photographer Jet Swan

Model Abby Champion wearing a black dress and mules against a dark glittering backdrop for Paul Andrew.

Model Abby Champion seated in a neutral dress and heels against a dark background for Paul Andrew

Portrait of model Abby Champion with wet-look hair against a black background for the Paul Andrew Lucid Dreaming campaign.

Close-up of a person wearing black heeled shoes with front zippers and a black satin skirt against a black background

Close-up of model wearing black heeled booties and a dark dress against a black background with bokeh lights.

Model Abby Champion floating horizontally in a black dress over a field of golden lights for Paul Andrew Lucid Dreaming campaign.

Model in shimmering silver slip dress lying horizontally over a glittering dark background for Paul Andrew campaign

Model Abby Champion floating horizontally in a gold top and heels against a dark background for Paul Andrew.

Model Abby Champion seated wearing a black dress against a dark background for Paul Andrew Lucid Dreaming ad campaign

Model Abby Champion seated in a black slip dress against a dark glittering backdrop for Paul Andrew Lucid Dreaming campaign.

Model Abby Champion seated wearing a beige dress against a solid dark background for Paul Andrew.

Portrait of Abby Champion with wet hair and dark background for Paul Andrew Lucid Dreaming campaign

Model wearing black zipped flats and a flowing black silk skirt against a dark background for Paul Andrew.

Model wearing a black dress and high heel boots posing against a dark background with small warm lights below.

Model Abby Champion seated against a black background wearing black apparel and sandals for Paul Andrew

Black patent slingback high heel shoe with a sculpted clear wavy heel against a solid black background.

Metallic silver high-heeled ankle boot with crocodile texture and zipper details on a black background

High-heeled mule shoe with a glossy metallic heel suspended against a dark background with blurred bokeh lights.

Paul Andrew 'Lucid Dreaming' 2024 Ad Campaign 2024

About

The Lucid Dreaming 2024 campaign for luxury fashion house Paul Andrew masterfully blends surrealism with high-end commercial polish to spotlight the label's latest footwear collection. Across a series of striking studio compositions, the project creates an ethereal visual language, where models appear suspended in a pitch-black void, weightless against a backdrop punctuated by soft, golden bokeh lights. This cinematic atmosphere, achieved through the expert application of low-key chiaroscuro lighting and precise studio strobe setups, elevates the footwear into sculptural art. Creative direction from Lucas Lefler and Nic Burdekin of Image Worldwide, alongside Paul Andrew, ensures a consistent, minimalist aesthetic that allows the architectural details of the shoes—from transparent wave-shaped heels to intricate metallic zipper accents—to take center stage. Featuring model Abby Champion, the campaign leans into editorial minimalism, with styling by Jodie Barnes and Imaan Sayed complemented by the sleek, wet-look hair by Holli Smith and refined makeup by Fara Homidi. By contrasting the stark darkness of the setting with the shimmer of metallic textures and fluid garments, the imagery suggests a dreamlike, nocturnal world where elegance meets industrial edge. Each frame captures a deliberate, polished narrative, reinforcing the brand's commitment to sophisticated design and clean, high-impact fashion photography that feels both timeless and deeply intentional.