Zara

Feb 2025

For the Spring 2025 ZARA MAN campaign, titled Running to the sun, photographer Lukasz Pukowiec leans into a surrealist dialogue between high-fashion tailoring and arid landscapes. The editorial series features model David Ikuepamitan navigating a collection of vast desert sand dunes that appear to spill into derelict, architectural interiors. The imagery relies on a restrained, earthy color palette to bridge the gap between minimalist interiors and the natural world. Fashion styling by Alba Vicario pairs structured suiting, rich suede, and utility sets against the shifting golden topography, emphasizing textural contrast through sharp, natural light. With hair styling by Cecilie Hildebrandt and retouching by Paul Drozdowski, the campaign makes extensive use of analogue film techniques to heighten the project's clean, atmospheric quality.

Editorial, Earthy, Clean, Vertical

Natural light

High Street Fashion

Advertising Campaign