Jacquemus "La Croisière" Ad Campaign

Review of Jacquemus “La Croisière” Ad Campaign by Photographer Mohamed Sherif with models Angelina Kendall and Mohamed Hassan

Jacquemus sets sail for Egypt in its Spring 2025 campaign “La Croisière,” a sun-soaked visual diary captured by photographer Mohamed Sherif. Starring Angelina Kendall and Mohamed Hassan, the campaign unfolds as a serene journey along the Nile, transitioning from the fertile riverbanks to the shadow of the pyramids, in a continuation of the collection’s travel-forward narrative first seen on the SS25 runway.

There’s a gentle stillness to the campaign’s pacing: wind ripples through a sail, a white dress folds against the current, palms recede into a golden horizon. Set against Egypt’s storied topography—Giza’s vast desert, the delta’s lush greenery, and the Nile’s timeless waters—the images frame the Jacquemus silhouette with poetic restraint. Tailored separates and flowing dresses appear suspended between nostalgia and modernity, often styled barefoot or with flat espadrilles, lending a raw intimacy to the otherwise composed garments.

In its styling and visual restraint, the campaign walks a tightrope between fashion editorial and travelogue. It succeeds in evoking atmosphere more than narrative—leaning into minimalism not only in form but in gesture. While this approach aligns with Jacquemus’s longstanding ethos of romantic escapism, there’s space to explore deeper character or context in future iterations. The mood is clear, the styling polished; a touch more tension might have added dimension.

Still, “La Croisière” captures a designer in tune with his core language: sensual, spontaneous, and sunlit. And like any good voyage, it leaves us somewhere between memory and anticipation.