Various Campaigns: RARELY ALIKE 2025 The Midsummer Collection

May 2025

The RARELY ALIKE 2025 The Midsummer Collection campaign explores a nuanced intersection of contemporary minimalism and interior portraiture. Featuring model Edith Marchiani, the series relies on a disciplined, clean aesthetic that prioritizes architectural lines and soft, natural light to showcase the collection's relaxed tailoring and layered seasonal garments. The project maintains a consistent editorial tone, utilizing polished hardwood floors, neutral white walls, and modern stainless-steel fixtures as a backdrop for the wardrobe. This staging allows for a focus on textural contrast, blending functional elements—such as utility belts and athletic footwear—with fluid, summer-ready separates. Photography is led by Pavel Golik, with fashion styling by Inés Barreras. Casting was directed by Hatem Ben Hassine, with executive production by Siyan Chen.