Zimmermann Fall 2025 Ad Campaign

Review of Zimmermann Fall 2025 Ad Campaign by Creative Director Nicky Zimmermann with Emil Vrisakis and Smile Agency with Photographer Benny Horne with models Annemary Aderibigbe & Lexi Boling

Zimmermann’s Fall 2025 campaign, titled Hypnotic, trades the typical tropes of fashion-forward futurism for something far more grounded—literally. Shot by longtime collaborator Benny Horne and creatively led by Emil Vrisakis of Smile Agency, the campaign captures a vision of femininity that feels rooted, romantic, and refreshingly analog. In an era increasingly captivated by AI, speed, and spectacle, this collection leans into something more elemental: the sensory, the tactile, and the wild.

Rather than chase digital novelty, Zimmermann’s narrative here is one of quiet defiance. In fields dotted with wildflowers and sun-soaked stillness, models glide barefoot through a landscape that feels lifted from a dream—but one with texture, animals, and weather. The clothing reflects this duality: ethereal lace gowns and flowing silks are styled with earthy boots, tousled hair, and heirloom-like jewelry. The palette—sepia tones, washed blacks, and soft blushes—further evokes a bygone warmth. There’s a sense that these women aren’t just styled; they belong to the land they walk on.

As fashion wrestles with what it means to be relevant in a world dominated by digital storytelling and online personas, Zimmermann offers a quiet alternative: step outside. Return to craft. Let the dress move with the wind. It’s not just a campaign—it’s a mood, a manifesto, and a love letter to slowness. In its embrace of nature, the brand isn’t retreating from modernity, but rather suggesting that the future of luxury might just lie in remembering what feels real.