Review of Aritzia Fall ‘Cashmere Campaign’ 2025 Ad Campaign with Talent Jenna Lyons
Aritzia unveils its Fall 2025 Cashmere campaign with Jenna Lyons—designer, entrepreneur, and ever-iconic tastemaker—as its face. The concept is straightforward yet striking: 100% cashmere as a conduit to feeling 100% your best. Lyons delivers the message with ease, posing for playful mirror selfies that merge personal intimacy with polished presentation. It’s a fitting gesture from the woman who made the art of styling oneself into a kind of public philosophy, and a clever wink at cashmere’s dual identity as both everyday comfort and quiet status symbol.
Visually, the campaign balances vintage-tinged subtlety with modern refinement. There’s a studied nonchalance in Lyons’ poses, offset by the elegance of tailored trousers, oversized glasses, and softly filtered light. Nature and warmth feel close at hand, but so does the quiet gleam of luxury. The styling suggests a wardrobe designed not just to be worn, but lived in—cashmere as a companion for coffee runs, thoughtful afternoons, and the occasional spontaneous meeting that demands polish without pretense.
The collection itself expands on Aritzia’s growing knitwear narrative, introducing Feather Cashmere with its airy texture, Bare Cashmere as a lightweight perennial, and Essential Cashmere as the balanced midweight classic. It’s a clever tiered approach, one that allows consumers to experience cashmere not just as a seasonal indulgence but as a wardrobe cornerstone. The variety of silhouettes—from crewnecks to cardigans to sweater vests—cements Aritzia’s reputation for wearability without losing sight of refinement.
The campaign resonates because Lyons is more than just a face; she’s a connoisseur who understands fabric, fit, and the fine line between casual and considered. Her presence lends credibility, but also personality—the suggestion that true luxury needn’t sit untouched on a pedestal but can, and should, slip seamlessly into daily life. That said, the storytelling could push a step further. With Lyons at the helm, there was room to play more with her signature irreverence, to layer in sharper humor or more dynamic settings that underscore the tension between ease and extravagance. The message is strong, but it risks being too safe for a brand capable of greater narrative bite.
Still, Aritzia achieves what many brands fumble: making high-quality cashmere feel approachable without losing its aura. By leaning on Lyons’ innate ability to embody effortlessness, the campaign communicates a philosophy of luxury grounded in the real world. It’s cashmere as self-care, but also as style philosophy—one that’s sophisticated, subtle, and deeply wearable.
And in a season when fashion often shouts, Aritzia whispers, trusting that those who understand true quality will hear it clearly.
Talent | Jenna Lyons