Sandro

Feb 2025

Sandro's Spring 2025 ad campaign masterfully redefines the boundaries between high-luxury fashion and surrealist whimsy, grounding its sophisticated aesthetic in the cinematic landscapes of Cannes, France. Under the creative direction of Evelyne and Ilan Chetrite, the campaign leans into a playful narrative tension, juxtaposing the brand’s minimalist silhouettes against unexpected, sculptural elements. Photographer Nigel Shafran utilizes natural light to wash over the imagery, creating a soft, ethereal quality that highlights the textures of knitwear and supple leather accessories. Art direction by Atelier Franck Durand transforms everyday scenes into editorial portraits; whether it is a model knitting beside a lime-green sports car or a quiet interior filled with vibrant paper origami cranes, the visual language remains consistently elevated. Stylist Joe McKenna expertly curates the wardrobe, blending structured outerwear and casual separates to echo the collection’s effortless versatility. By incorporating live-action techniques, the campaign feels both grounded in lifestyle reality and elevated by a sense of artistic artifice. The models, Merel Roggeveen and Joseph Uyttenhove, navigate these carefully constructed environments with a refined poise, ensuring that the focus remains on the interplay of neutral tones and tactile materials. This work represents a cohesive vision for the fashion house, successfully marrying the heritage of French luxury with a modern, design-forward sensibility that feels both fresh and enduring.

Commercial, Editorial, Lifestyle, Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion