Hermès Spring 2025 Ad Campaign

Review of Hermès Spring 2025 Ad Campaign by Creative Director Fabien Mouillard and Photographer Nathaniel Goldberg with models Ella Mccutcheon, Erick Saningo, He Cong and Mathieu Simoneau

Hermès highlights its endless creative process of carrying craft heritage forward into the future with “The Endless Line,” a new campaign for the Spring 2025 season. The campaign features creative direction from Fabien Mouillard and photography by Nathaniel Goldberg.

Though they are anchored by the presence of a single line, the compositions evoke a rich sense of depth and dimensionality. A dynamic tension between foreground and background is established as characters stride forward both close up and in the distance, while still farther away and endless mountain vista sweeps into the beyond. Whimsical yet beautifully designed objects like rocking horses and bicycles wheel joyfully forward as iconic pieces like signature bags and silk scarves anchor the forward progress in design heritage.

Hermès has one of the most creative and consistent approaches to social-media marketing communication in the game, and has declared that its unifying content theme for 2025 is the act of drawing as a foundation for all of the house’s artistic endeavors. While standing confidently on its own, the campaign’s concept of a single line – the starting point for every sketch – also ties into that theme with clever subtlety.

Symbolic and dynamic, the campaign is a rich visual statement of the brand’s ever-unfolding journey.