Simons Canada: Icone Womenswear '25

Sep 2025

Simons Canada presents the Icone Womenswear '25 collection, a fashion campaign captured by photographer Richard Bernardin. The imagery frames model Ari Fournier in an urban setting, utilizing an editorial approach that leans into muted, earthy tones. The series features a range of layered textures, from suede and velvet to tulle and knitwear, set against weathered industrial backdrops. With casting directed by Justin Robert, the campaign relies on natural light to highlight the construction of the garments. The project leans into a clean, moody aesthetic across a variety of outdoor street-level compositions.

Editorial, Vertical

Natural light

Street

Advertising Campaign