KNWLS 'Baby' Fall 2025 Ad Campaign

Review of KNWLS ‘Baby’ Fall 2025 Ad Campaign by Photographer Marc Asekhame with models Iris Law and Shivaruby Premkanthan

KNWLS steps back into the spotlight with its new Fall 2025 campaign, shot by photographer Marc Asekhame.

While the brand typically shows at London Fashion Week, this past season it formed another example of the increasingly common strategic strategy for young brands of taking a season off to focus time and resources elsewhere. The campaign thus also works to take the place of a runway show in that it offers a first look at the brand’s Fall 2025 collection.

In this spirit, the imagery keeps the focus straightforwardly on the collection itself – which rewrites early-aughts it-girl nostalgia through craft, volume, and textural tension – while subtly augmenting its energy through architectural conversation and striking models. Iris Law and Shivaruby Premkanthan pose languidly in a beautiful late-modernist home, gazing with seductive nonchalance off into space.

As the imagery successfully fills the role of lookbook and thus is less focused on visual concept or narrative, it doesn’t feel quite as memorable as a campaign. KNWLS’ design vision is so distinct and well executed that the imagery still feels like a powerful assertion of brand identity and its latest evolution. While we missed them on the runway, it’s good to see that KNWLS hasn’t missed a beat.