Model standing on rocky coastal terrain wearing a patterned cardigan, dark scarf, and boots for About You FW25 campaign.

Model walking across smooth coastal rock ledge by the water wearing a long brown coat and light blue jeans

Blonde female model wearing a beige fuzzy textured jacket posing outdoors with dappled sunlight on her face.

Model in long grey coat standing on a rocky outcrop against a pine forest and blue sky background

Model wearing a white faux fur ushanka hat and knit sweater in a natural outdoor woodland setting.

Model standing on a rocky outcrop by a body of water wearing a long blue coat and earmuffs for About You FW25

Two models standing on a rocky coastal shore by the water, wearing winter coats under warm sunlight for an About You campaign.

Model in black cowboy hat and studded long coat holding black leather handbag by water for About You FW25

Model in quilted brown jacket and cap standing on rocky terrain outdoors

Close-up portrait of a young man wearing a brown coat and turtleneck sweater outdoors near water at sunset.

Smiling woman wearing a black headband and patterned sweater outdoors near rocky shore with water reflections

Close-up portrait of a woman smiling with eyes closed under warm natural light for About You FW25

Model with long blonde hair wearing a plaid coat outdoors against a rocky coastal landscape background.

Close-up portrait of a woman wearing a cream knitted balaclava for About You FW25 campaign shot by Pelle Lannefors.

Model with long blonde hair wearing a quilted brown coat walking up a rocky path outdoors under a clear blue sky.

Man stepping across rocky shoreline in a puffer jacket and flat cap against a water and forest backdrop

Model Astrid Baauer kneeling on rocky terrain wearing a brown puffer jacket for the About You FW25 campaign.

Model Astrid Baauer seated on a mossy rock in a forest wearing a fluffy shearling-trimmed coat and brown trousers for About You FW25.

Man wearing a brown overcoat standing on rocky coastal terrain near the water

Various Campaigns About You FW25 2025

About

The About You FW25 campaign leans into a rugged, outdoor aesthetic, documenting contemporary cold-weather apparel against the textured backdrop of coastal rock formations and dense pine forests. Captured by photographer Pelle Lannefors, the series maintains an editorial register, balancing commercial fashion photography with an intimate, lifestyle-focused approach. The imagery utilizes consistent natural light and warm tonal palettes to accentuate the rich fabric textures of the collection, from fluffy shearling and quilted puffer jackets to heavy knitwear. Featuring model Astrid Baauer alongside male talent, the campaign frames these pieces within a series of earthy, organic landscapes. The execution draws on editorial and lifestyle techniques, incorporating occasional analogue film qualities to ground the visuals in a tactile, authentic setting.