Emporio Armani x Our Legacy Work Shop Spring 2025 Ad Campaign

Review of Emporio Armani x Our Legacy Work Shop Spring 2025 Ad Campaign by Creative Director Ronnie Cooke Newhouse and Karl Bolander and Photographer Alasdair McLellan with model Jeranimo van Russel

Emporio Armani and Our Legacy Work Shop reunite for a contemplative second chapter, one that deepens their shared exploration of timelessness, tactility, and quiet rebellion. Shot on the volcanic island of Pantelleria—a personal sanctuary of Giorgio Armani—the campaign by Alasdair McLellan balances stark romanticism with studied restraint. Each image is structured as a diptych, placing portraits of models in sculptural tailoring alongside unassuming still lifes of crumbling trucks, convex mirrors, and sun-split skies. It’s a rhythm that feels both lyrical and raw.

The casting reflects the brand’s embrace of fluidity and softness without relinquishing strength. For the first time, womenswear enters the collaboration, expanding the narrative with a subtle nod to Eastern silhouettes—robe-like jackets, wrapped closures, and elongated lines. Standout pieces include the collarless Sciovolo Shirt and the kimono-inspired Toga Coat, which speak to the synergy between Emporio Armani’s archival elegance and Our Legacy’s deconstructionist instinct. Even the understated belt buckles and regenerated fabrics carry a whisper of history.

Under the creative direction of Ronnie Cooke Newhouse and Karl Bolander, the campaign eschews conventional luxury tropes in favor of evocative contrasts: nature and decay, intimacy and distance, utility and poetics. McLellan’s lens lingers not just on clothes, but on mood—fashion as place, memory, and atmosphere.