Jil Sander’s Spring 2025 campaign arrives with a certain late-night voltage. Captured by Mario Sorrenti under glowing signs and darkened cityscapes in Vancouver, it’s a moment that resonates more deeply than usual. Lucie and Luke Meier—who recently confirmed they’re stepping away from the brand—chose the Canadian metropolis as the final stage of their long-running approach to campaigns, treating each locale and photographer as a creative dialogue.
Sorrenti’s lens shifts Jil Sander’s subdued codes into a nocturnal pulse, highlighting the nuanced craftsmanship and stark silhouettes that have become synonymous with the label. There’s a charged sense of farewell in these images, underscoring the Meiers’ penchant for distilled ideas, thoughtful casting, and strong, singular vision. Art direction comes via Heiko Keinath, with hair by Tomo Jiddai, rounding out a focused, streamlined production.
It’s the last chapter for the husband-and-wife duo, who have steered the house since 2017. In 2021, Jil Sander joined the OTB Group—a move that sparked heightened attention around its global strategy. Now, with the Meiers departing, all eyes are on what comes next for this modern classic. For now, the Spring 2025 campaign stands as a cool testament to their legacy, closing one era while setting the tone for the future.
