Zimmermann Spring 2025 Ad Campaign

Review of Zimmermann Spring 2025 Ad Campaign by Creative Director Emil Vrisakis of Smile Agency and Photographer Benny Horne with model Abeěny Nhial

Zimmermann channels the beauty of surf, wind, and sun with its Spring 2025 campaign, once again developed in partnership with the brand’s go-to collaborative team of creative director Emil Vrisakis and photographer Benny Horne.

In designing the collection, Nicky Zimmermann leaned deeper into her upbringing in Southern Sydney, incorporating elements of Australia’s iconic surf culture and references to the sea into the brand’s signature vision of flowing, floral femininity. The creative director was particularly inspired by filmmaker and photographer Albe Falzon, whose 70s and 80s surf films would play at her local town hall. Without taking the inspiration too literally, Zimmermann made use of prints drawn from souvenir shirts and local flora, as well as earthy craft techniques like crochet, raffia, and beading.

The campaign extends this energy with a visual conversation between body, garment, and landscape. Captured on the coast of Morocco, Horne’s portraits of model Abeěny Nhial draw an epic sense of motion and scale from the sea, windswept sands, and sculptural rock formations, finding harmony between these natural wonders, the forms of the collection, and the model’s statuesque presence.

While Zimmermann has an extremely consistent campaign formula – a picturesque location, a lone model, flowing dresses captured in motion – these elements are always thoughtfully chosen and handled with care. The result is that each campaign further reinforces the brand’s established identity while subtly expanding its creative world with new narratives.