Review of Hermès Spring 2025 Ad Campaign by Creative Director Agnes Lloyd-Platt
In a whimsical celebration of nature and imagination, Hermès Spring 2025 unfurls like a surrealist garden in bloom. Shot through a lens of soft surrealism, the campaign transforms ordinary spaces into poetic dreamscapes: lush moss beds, mirrored illusions, and suspended tulips conjure a world where the brand’s equestrian heritage and playful elegance meet.
The imagery balances precision and fantasy. Clean lines and structured silhouettes appear alongside irreverent compositions—a handbag emerging from a mossy burrow, or legs dangling through a hedged ceiling—offering a charming subversion of luxury’s usual rigidity. The accessories are given a storybook flair: equine charms prance across verdant terrain, scarves echo botanical illustrations, and jewelry catches the light with a painterly delicacy.
The campaign’s strength lies in its fusion of the fantastical and the refined. It evokes Hermès’ artisanal spirit while inviting viewers to view the familiar from a more childlike, wonder-filled perspective. Hermès once again proves that storytelling can be as essential as craftsmanship in defining a brand’s visual language.
Creative Director | Agnes Lloyd-Platt
Stylist | Laetitia Leporcq
Hair | Christian Eberhard
Makeup | Adrien Pinault