Issey Miyake Spring 2025 Ad Campaign

Review of Issey Miyake Spring 2025 Ad Campaign by Photographer Jamie Hawkesworth with model Betsy Gaghan

Issey Miyake explores the art of paper and its manifold intersections with fashion in its Spring 2025 campaign, captured by photographer Jamie Hawkesworth.

In conceiving the collection, creative director Satoshi Kondo and his design team dove into the material of paper: its natural origins, its cultural and craft significance in Japan as washi, and the beauty of is simple yet transformative nature. This point of inspiration shaped both the innovative material palette that is the foundation of the collection, as well as its gorgeous silhouettes. As washi isn’t functional enough on its own to make a garment that is wearable for everyday use, the team cut the paper into fine strips that were used like yarn, and woven with other fibers like hemp, rayon, mohair, wool, and cotton to create new textiles: sometimes airy and fluid, sometimes strong and supple.

Captured in natural light, the intimate campaign imagery puts an emphasis on these delicate yet sculptural silhouettes, while the neutral interior in which they are captured extends the feeling of being enveloped in paper. Accompanying images, meanwhile, look at the paper manufacturing process, drawing connections between these two craft worlds.

The campaign was released across both the brand’s social media channels and its print magazine, extending the collection’s narrative of a tactile experience with paper and bridging contemporary digital communication with the enduring art of print.