Ulla Johnson Fall 2025 Ad Campaign

Review of Ulla Johnson Fall 2025 Ad Campaign by Art Director Margot Populaire and Photographer Peter Szollosi with models Aivita Muze & Nyaduola Gabriel

For Fall 2025, Ulla Johnson leans into light and warmth with a campaign that extends the golden tones of its runway set design into the landscape of Portugal. Shot by Josh Olins and art directed by Margot Populaire, the series trades in autumn clichés of cold and layering for a mood that celebrates the season’s palette itself—warm, elemental, and expansive.

Models Aivita Muze and Nyaduola Gabriel bring gravity and fluidity to the imagery, their presence underscored by April Hughes’ styling that emphasizes silhouette and texture. Flowing gowns ripple against rocky backdrops, tailored outerwear takes on sculptural weight, and accessories like the woven Bevel bag or polished boots feel grounded yet elevated. It’s a campaign that frames clothing as both tactile and atmospheric, drawing attention to detail while never losing sight of the whole.

The choice of location plays a key role. Rather than urban grit or polished studio minimalism, the natural textures of sand, stone, and sea create a quiet dialogue with the collection’s earthy palette. That visual harmony reflects Ulla Johnson’s long-standing language of organic elegance, while the campaign’s golden light adds a cinematic softness that feels transportive.

Still, the story here is more tonal than narrative. The campaign relies on mood—gestures, glances, the interplay of shadow and fabric—rather than a structured arc. While this approach keeps the focus squarely on design and atmosphere, there’s room to expand into deeper storytelling that might bring the collection’s ethos closer to the viewer.

Even so, Fall 2025 is effective in what it sets out to do. It offers a reframing of autumn not as a season of anticipation for cold, but as a time of richness, warmth, and light. By linking its imagery back to the runway show’s gold accents, Ulla Johnson maintains a cohesive creative thread across the season, reinforcing its codes of femininity, craft, and natural elegance.