Review of Thom Browne Summer 2025 Ad Campaign by Thom Browne Studio
For Summer 2025, Thom Browne invites us into a refined take on high-summer dressing, one that celebrates classic American prep with a modern, sharply tailored twist. The new campaign—anchored in the east coast holiday lifestyle that has long inspired the brand—presents an evolution in both product and strategy. Alongside its breezy linen tailoring and seersucker classics, the house brings new energy to its accessories focus, reinforcing a message of lifestyle through design.
The campaign reads like a postcard from a mid-century vacation: confident, crisp, and quietly nostalgic. Signature silhouettes are rendered in tonal greys, navy, and chalky whites, paired with collegiate stripes, waffle knits, and feather-print silks that suggest ease without sacrificing discipline. Set in sun-drenched locations—Palm Beach, Beverly Hills, and soon, a new flagship in New York—the visual narrative captures a wardrobe in motion, underpinned by a sense of polish and purpose.
What distinguishes this summer edit isn’t just the product—it’s the strategic rebalancing of attention toward accessories. Front and center is the newly reimagined Mr. Thom bag: now in a soft, unstructured calfskin iteration that speaks to both luxury and functionality. Displayed prominently in-store on dedicated accessories walls, and spotlighted in the campaign imagery, the piece marks a directional moment for the brand—an extension of its tailoring logic into a lifestyle offering. Similarly, the canvas tool tote, varsity loafers, and lightweight eyewear round out the wardrobe with clarity, helping the campaign do what Thom Browne has always done best: build a uniform, one perfectly measured detail at a time.
In this high summer edit, Thom Browne shows that restraint and reinvention can go hand in hand. The clothes remain precise, the message clear: when tailoring meets strategy, even the lightest pieces carry weight.
Thom Browne Creative Director | Thom Browne