Helen Kaminski Fall 2025 Ad Campaign

Review of Helen Kaminski Fall 2025 Ad Campaign by Photographer Levon Baird with models Ombeline Suroy and Eve Koushi

The Helen Kaminski Fall 2025 campaign, titled “The View Down Here,” is a visual love letter to Tasmania’s windswept terrain and quietude, drawing on the island’s raw natural beauty to inform its seasonal palette and tactile richness. Captured by photographer Levon Baird, the campaign moves through wild grasses, rugged coastlines, and forest stillness with a calm, meditative lens. Every image seems to exhale, inviting the viewer into a winter world built not on spectacle, but on softness, quiet luxury, and craft.

There’s no question the styling and art direction are deeply considered. The brand’s signature neutrals of nougat, parchment, and cotto blend seamlessly with richer hues like Aegean blue and chartreuse, echoing Tasmania’s natural contrasts. The wardrobe, dominated by oversized knits, teddy coats, structured wool felt hats, and textural bags, underscores a sense of comfortable luxury grounded in real-world wearability. This is clothing and accessory design meant to function and flatter, not shout.

Still, while the campaign is aesthetically cohesive and beautifully shot, it largely stops short of delivering a compelling story. There is no character, no narrative thread to draw the viewer in emotionally—just a sequence of languid portraits and product-focused stills. Without tension, arc, or energy, it leans more toward lookbook than campaign. The landscape is strong. The casting is elegant. But the imagery lacks the human connection or sense of spontaneity that could elevate the brand’s rich design ethos into something more memorable.

This is a missed opportunity. With such a transportive setting and a collection steeped in Australian heritage and material innovation, the campaign could have invited us on a journey—literal or metaphorical. Instead, it plays it safe, never straying beyond the expected. There’s no sense of who these women are, where they’re headed, or why this clothing matters beyond its palette and texture. In an age where brand storytelling is increasingly essential, the absence of narrative feels like a gap.

There are glimpses of possibility: a woman nestled in the tall grass in a mushroom-toned hat, another clutching the soft curves of a leather bag like a protective shell. These moments hint at inner life, solitude, escape—but they are fragments. With just a few artful shifts in creative direction—perhaps a looser structure, a wider range of expression, or a simple visual arc—a richer, more emotionally resonant campaign could emerge.

To move beyond beautiful stillness, Helen Kaminski might consider framing future campaigns around a central character or mood—a woman on a journey, a moment of transformation, even a quiet ritual. It doesn’t need to be literal or scripted. But a little narrative tension or spontaneity could do much to deepen the connection between product and viewer. The collection’s craftsmanship deserves a world that moves, feels, and breathes with it.

That said, The View Down Here remains a refined visual meditation on winter dressing done right. It reinforces the brand’s deep connection to its homeland, its commitment to responsible material sourcing, and its ongoing mastery of accessory design. But next time, one hopes the brand takes us not just into the wild—but into the hearts of the women who wear it.