The campaign slips between fashion spread and travel note, showing how nostalgia can sit comfortably beside modern cut.
With Egypt’s limestone glow at daybreak, Jacquemus presents “La Croisière,” the Spring 2025 campaign shaped through the eye of Cairo‑born photographer Mohamed Sherif. Angelina Kendall and Mohamed Hassan drift from lush banks on the Nile to the pared‑back sweep of Giza, following the travel‑minded thread first hinted at on the SS25 runway. The route feels unrushed: a sail catches a gust, linen bends to the current, palms fade into amber haze.
Sherif keeps the cadence low, almost hushed, granting every frame the space to breathe. Against river water and desert sand, Jacquemus silhouettes register as finely drawn sketches—tailored jackets, loose shirting, and airy dresses that hover between yesterday’s postcard warmth and today’s precision cut. Footwear is minimal—bare soles or flat espadrilles—letting fabric take precedence over flourish while lending the pictures an immediate, human touch.
Where many brands chase elaborate story arcs, “La Croisière” opts for mood over plot. The restraint is deliberate: fewer props, quieter gestures, and a focus on light that brushes cotton and wool in equal measure.
The campaign underlines Simon Porte Jacquemus’s consistent code—sunlit sensuality handled with spontaneity—while allowing Egypt’s landscape to refresh familiar notes. It leaves the viewer on that satisfying line between what has been seen and what is yet to come, a promise carried downstream with the last trace of daylight.
