Celine "Été Celine" 2025 Ad Campaign

Review of Celine “Été Celine” 2025 Ad Campaign by Creative Director Romain Wygas and Photographer Karim Sadli with models Diane Chiu and Ella Mccutcheon

Celine’s Spring 2025 campaign, titled “Été Celine,” is a visual ode to quiet luxury, rooted in the timeless charm of the French Riviera. Photographed by Karim Sadli and directed by Romain Wygas, the campaign evokes the calm sensuality of summer days that drift from city to coastline with effortless elegance. The imagery leans heavily into cinematic black-and-white portraiture, only occasionally punctuated by color, casting the models in gentle light and shadows that recall classic film stills. This restrained visual language lets the collection’s textures—linen, knit, silk—take the spotlight, framed by Mediterranean architecture and softened natural backdrops.

The casting of Diane Chiu and Ella Mccutcheon complements this mood perfectly: their presence is low-key but striking, enhancing the overall sense of introspective glamour. The styling relies on familiar silhouettes—striped shirting, structured dresses, oversized sunglasses—but retools them with subtle luxury. There’s a nostalgic current running through the images, but it’s never costume; instead, it feels lived-in, thoughtful, and elegant.

Still, the campaign’s unwavering adherence to minimalism can occasionally feel too safe. The emotional tone is so consistently muted that some shots risk fading into one another, especially in black-and-white. In a moment when many brands are pushing into bold, surreal, or narrative-heavy territories, Celine’s choice to remain still and self-contained feels like a statement in itself—though not one that necessarily demands attention.