Alainpaul Spring 2025 Ad Campaign

Review of Alainpaul Spring 2025 Ad Campaign by Creative Directors Daniella Wilsonk, Arthur Morisset, Camila Abisambra, and Understudy Studio with Photographer Marili Andre and models Elio Berenett and Tit Kukavica

For Spring 2025, Alainpaul delves into improvisational performance with a campaign rooted in stillness, movement, and absurdity. In partnership with the John Cage Trust, the campaign borrows from avant-garde stage design, filling sterile sets with folding chairs, ropes, and bodies frozen mid-gesture.

Photographer Marili Andre captures the interplay of tension and quiet with conceptual rigor, while Vanessa Reid’s styling lets the garments oscillate between theatrical exaggeration and minimalist poise.

There’s no attempt at conventional glamour; instead, the campaign serves as a study in form and anti-fashion. It’s esoteric by design, more installation than advertisement—likely alienating to some but deeply rewarding to others.

Less campaign, more performance score—Alainpaul’s Spring effort resists clarity in favor of controlled chaos.