Jacquemus’ spring campaign La Croisière takes us on a journey to Egypt — along the banks of the Nile, the iconic Giza pyramids, and serene sea horizons. Captured by photographer Mohamed Sherif, the visuals continue the travel-inspired theme of the Spring-Summer 2025 collection. At the center of the story are models Angelina Kendall and Mohamed Hassan, wearing signature Jacquemus silhouettes: minimalist, light, and effortlessly stylish.
The campaign shifts its scenery — from the lush greenery of the Nile Delta to the arid expanses near the pyramids. In the frame: a sail gently catching the wind, a flowing dress brushing the water’s surface, a horizon where palm trees fade into the distance. These quiet, poetic details become the main characters of the campaign.
Styled by Omaima Salem, the looks feel both natural and composed. Simple suits, loose dresses, bare feet or espadrilles — all of it evokes the mood of a laid-back escape. The campaign’s protagonists come across not as posed models, but as relaxed travelers living in their clothes rather than just wearing them for a shoot.
According to the brand, La Croisière is a continuation of the story first told on the Spring-Summer 2025 runway:
“Jacquemus sets course for Egypt, embarking on a tranquil journey — from the fertile banks of the Nile to the majestic pyramids of Giza.”
Behind the scenes, the creative team plays a vital role in shaping the visual language — casting director Piergiorgio Del Moro and set designer Mahmoud Okasha contribute to a cohesive world, free from artificial theatricality or excessive detail.
Rather than telling a clear-cut story, the campaign communicates a feeling. It doesn’t aim to evoke strong emotions, but instead builds brand identity through atmosphere. Instead of drama — calm; instead of concept — clarity. And that’s exactly what Jacquemus does best.
