Church's 'Stage Craft' Spring 2025 Ad Campaign

Review of Church’s ‘Stage Craft’ Spring 2025 Ad Campaign by Creative Director David James and Photographer Phil Poynter with model Theo James

In a character-driven turn for Spring/Summer 2025, Church’s enlists actor Theo James to front its campaign “Stage Craft,” a theatrical meditation on heritage, elegance, and identity. Lensed by Phil Poynter with creative direction by David James, the campaign bridges the classical and the contemporary through black-and-white imagery, refined tailoring, and timeless footwear. James, as both muse and method actor, rehearses his imagined one-man play in a mise-en-scène of British nostalgia, the brand’s signature shoes sharing the spotlight as both prop and protagonist.

The campaign unfolds within an austere studio set layered with photographic prints of the British coastline, evoking memory, introspection, and a sense of home. Shot in monochrome, each composition heightens contrasts—between past and present, performer and craftsperson, elegance and edge. James appears in varying states of sartorial rehearsal: seated in contemplation with script in hand, pacing in sharp tailoring, or lounging mid-thought. The visuals balance quiet masculinity with stylized drama, allowing the collection’s craftsmanship to speak through gesture and pose.

Church’s succeeds here in translating its storied craftsmanship into a narrative of multidimensional masculinity. The shoes—whether a contour-brogued Chetwynd, a featherweight Maesteg loafer, or the more modernist Portsmouth hybrid—retain their gravitas while adapting to a softened, contemporary rhythm. Theo James’ brooding charm adds layers of intellect and sensuality, casting Church’s as a brand not only for traditionalists, but for those who perform elegance with intention. The campaign’s commitment to artistry, from Poynter’s deliberate compositions to the theatrical premise, feels organic rather than overwrought.

One could argue that the visuals, while beautifully composed, err on the side of restraint—there’s a missed opportunity for a touch more irreverence, especially given the campaign’s “eccentric gentleman” motif. Yet that restraint is, in many ways, the point: Church’s understands that seduction often lies in what is left unsaid. Rather than loud declarations of modernity, we are given a confident whisper.