Sporty & Rich

Apr 2025

For its 2025 Sports Drop, Sporty & Rich doubles down on the brand's signature synthesis of vintage collegiate aesthetics and modern athleisure. Under the vision of creative director Emily Oberg, the campaign leans into an editorial minimalism that feels both nostalgic and refreshingly current. The photography, executed by Davit Giorgadze, centers entirely on supermodel Irina Shayk, whose presence anchors the series in a polished, high-fashion context. Across a diverse array of solid, vibrant backdrops—from saturated yellows to stark, monochromatic blacks—the imagery utilizes precise studio strobe techniques to highlight the crisp branding and textural nuances of the collection, whether it is a cotton sweatshirt or an unexpected layer of faux fur. By isolating the subject against these clean, minimalist surfaces, the campaign emphasizes the clean lines of the sportswear, ensuring the apparel remains the primary focus. The series shifts seamlessly between lifestyle-oriented shots and focused portraiture, using consistent live-action technique to breathe life into the static frames. Ultimately, the 2025 Sports Drop campaign functions as a masterclass in visual restraint, proving that when the styling and casting are this deliberate, a simple studio environment provides all the narrative weight required to define the season’s fashion aesthetic.

Lifestyle, Commercial

Studio strobe

Sportswear, Fashion, Fashion