Rabanne

Jun 2026

For the latest iteration of the iconic Rabanne Invictus Elixir campaign, photographer Hayden Worsfold masterfully captures the essence of strength and sensory indulgence through a sharp, contemporary lens. Featuring model Giacomo Cavalli, the project leans into a minimalist aesthetic that bridges the gap between high-fashion editorial and commercial fragrance storytelling. By utilizing a striking low-angle shot, the imagery emphasizes the physicality of the subject, grounding the aspirational quality of the product in a tangible, human moment. The composition relies heavily on natural light to carve out the contours of the model, while the vivid blue sky serves as a bold, saturated backdrop that makes the metallic gold of the fragrance bottle pop with premium intensity. This commercial piece successfully highlights the product as an extension of the individual, focusing on the tactile ritual of application. The fine mist suspended in the air near the subject’s jawline adds a layer of depth and atmosphere, grounding the brand's legendary bold identity in a clean, sophisticated reality. By distilling the concept of the Invictus man down to its most elemental and striking visual form, Worsfold delivers a campaign that resonates with clarity, precision, and an undeniable sense of luxury that is synonymous with the beauty and fragrance category.

Lifestyle, Commercial

Natural light

Fragrance, Beauty