Hermès Summer 2025 Ad Campaign

Review of Hermès Summer 2025 Ad Campaign by Photographer David Luraschi with models Hidetatsu Takeuchi, Sasha Konograeva, and Shushu Cyer

Drifting between a mirage of quiet surrealism and reality, Hermès‘ Summer 2025 campaign, photographed by David Luraschi, is set among windswept dunes and skies that stretch endlessly like silk. The campaign; both a visual daydream and a tactile celebration, pulls us into the brand’s artistic whimsy with a light, luxurious touch. Every frame, tinged in soft ochres and rose-toned blues, speaks to a season defined not by noise but by nuance. Here, silence becomes a statement, and every grain of sand seems to hum with meaning.

Through playful compositions and thoughtful styling by Celia Moutawahid, Hermès invites viewers into a handcrafted world where accessories take center stage—not as add-ons, but as protagonists in their own sunlit narrative. Scarves flutter like kites, jewelry glints under desert light, and leather goods appear sculpted from the dunes themselves. The use of the landscape as a creative medium isn’t just aesthetic; it’s philosophical—merging natural elements with human artistry. Each accessory is framed with reverence, suggesting not just elegance, but permanence, as if these objects were unearthed from some future archaeological dig of desire.

This tactile ethos is further amplified through the campaign’s beauty and set details. Hair stylist Laurent Philippon and makeup artist Aurore Gibrien maintain a sense of effortlessness that mirrors the landscape—windswept, sun-drenched, undone yet intentional. Though if there’s a moment where the campaign drifts slightly, it’s in the uniformity of its visual cadence—its poetic stillness occasionally veering into predictability. While the restraint is undoubtedly intentional, a sharper contrast in pacing or framing could have further deepened the emotional resonance, giving the collection’s tactile richness more room to breathe. Camille Lichtenstern’s set design nods to abstract minimalism, including a sand-sculpted horse that feels both childlike and totemic, a callback to Hermès’ equestrian roots. There’s a gentle surrealism at play, one that doesn’t overpower but rather expands the visual dialogue of the brand.

What lingers more than the sand within the Hermes dunes of this Summer 2025 campaign is its quiet confidence. In an age where fashion often chases immediacy, Hermès chooses to anchor itself in a deeper rhythm—one that values craftsmanship, emotion, and elemental beauty. The campaign doesn’t ask to be seen; it invites us to look closer, to feel the warmth of sunlight on silk, the texture of sand beneath a leather sole. It is an ode to intentionality—subtle, serene, and entirely sure of itself.