Sportmax

Sep 2025

For the Sportmax Fall 2025 ad campaign, creative director Ivan Olita and photographer Julien Martinez Leclerc craft a masterclass in high-fashion editorial portraiture. The campaign leans into a stark, minimalist aesthetic, utilizing a seamless white backdrop to force an uncompromising focus on the tactile richness of the collection. Through the lens of studio strobe lighting, each frame celebrates an avant-garde approach to movement, where architectural silhouettes—from voluminous faux fur to dramatic, floor-sweeping fringe—become the primary subjects of the visual narrative. Model Ida Heiner brings a kinetic energy to the session, her dynamic posing amplifying the performative nature of the garments, while the deliberate styling by Katie Burnett, featuring slick leather accents and bold monochromatic color blocking, grounds the collection in contemporary luxury. Hair stylist Olivier Schawalder and makeup artist Yadim Carranza support this high-contrast vision with precision, ensuring the focus remains squarely on the interplay of texture and tailoring. The resulting body of work reads as a sophisticated exploration of form, where the interplay of light and shadow elevates each garment into a sculptural statement. By eschewing environmental distractions for a pure commercial studio style, the project underscores the brand's commitment to timeless, sharp design that feels both performative and profoundly focused, capturing the essence of a modern wardrobe in perpetual, stylish motion.

Editorial, Vertical, Commercial

Studio strobe

Luxury Fashion Houses, Fashion