Blumarine Eyewear 2025 Ad Campaign

Review of Blumarine Eyewear 2025 Ad Campaign by Photographer Lucrezia Ganazzoli with model Valerie Scherzinger

Under the creative direction of David Koma, Blumarine continues its aesthetic evolution with the brand’s Eyewear 2025 campaign—a concise, ultra-focused vision captured by photographer Lucrezia Ganazzoli.

The campaign strips away the flirtatious maximalism often associated with Blumarine, opting instead for an intimate close-up approach that plays with sensuality, vulnerability, and the tactile quality of fashion photography. Model Valerie Scherzinger appears wet-skinned and bare-faced in most frames, her expression somewhere between distant and defiant. The minimal styling—cotton camisoles, semi-sheer tees, and micro shorts—allows the eyewear to take center stage while contributing to a clean, slightly subversive narrative.

What’s most notable is the balance between softness and strength: the oversized acetate frames, crystal-embellished sunglasses, and architectural cat-eyes are bold, but the overall tone of the shoot is wistful and restrained. The watery textures—damp skin, clingy fabrics, dewy lighting—subtly nod to the emotionalism of early 2000s fashion editorials, repackaged here with contemporary polish.

While some might desire a bolder set design or greater narrative depth, the campaign succeeds in distilling a focused identity for the eyewear itself: smart, sensual, and self-contained. It’s Blumarine with its voice lowered—a whisper rather than a shout—and it lands all the more confidently because of it.