Ludovic de Saint Sernin Fall 2025 Ad Campaign

Review of Ludovic de Saint Sernin Fall 2025 Ad Campaign by Creative Directors Lolita Jacobs and Jean-Baptiste Talbourdet with Photographer Stuart Winecoff with models Amelia Gray, Alejo Humanes, and Lewis Gillooley

For Fall 2025, Ludovic de Saint Sernin continues to confront fashion’s codes of power, vulnerability, and eroticism with signature clarity. Shot by Stuart Winecoff, the campaign stars Amelia Gray alongside Alejo Humanes and Lewis Gillooley in a stark, industrial setting—its raw backdrop of scraped walls and metal furniture reinforcing the brand’s commitment to stripped-back, emotional exposure. The visual narrative unfolds in high-contrast black and white, placing its cast in a charged game of dominance, restraint, and suggestion.

Amelia Gray commands the frame with a cool ferocity, styled by Carlos Nazario in sculpted latex, pinstripes, and tailoring that both armors and reveals. Her posture oscillates between control and abandon, flipping between classic power-dressing tropes and something far more intimate and unguarded. This tension is mirrored in the casting of the two male counterparts—who shift between subordinates, foils, and co-conspirators. Together, they create a visual language that resists passive consumption; it asks the viewer to linger, question, and decode.

There’s a clever use of spatial choreography here: bodies recline across boardroom tables, lean into metal frames, and stretch across the limits of the set. These aren’t just aesthetic choices; they echo the campaign’s deeper themes of control, seduction, and structure—both physical and emotional. The latex, chains, and corsetry never feel gratuitous. Instead, they function as metaphors for internal tension and performance—workwear, rewritten.

Yet for all its references to power play and constraint, what’s most notable is the vulnerability that peeks through. In between the defiant gazes and sculpted physiques are fleeting moments of softness—a hand resting on a chest, an unguarded glance between poses. These instances give the campaign emotional weight, suggesting that behind every performance of strength is the possibility of tenderness, even fragility.

Ultimately, this is a campaign about duality. It’s about taking up space unapologetically while still allowing for quietness. It proposes that sensuality and strength are not opposites but interwoven; that identity, in all its complexities, deserves to be both styled and staged. In a season where many brands soften their edges, Ludovic de Saint Sernin leans into sharpness—but not without care.