For Spring Summer 2025, Jacquemus reimagines the art of travel with La Croisière, a campaign captured through the evocative lens of Egyptian photographer Mohamed Sherif. Featuring models Angelina Kendall and Mohamed Hassan, the imagery unfolds as a slow, lyrical journey along the Nile, where every frame lingers between memory and dreamscape.

Building upon the spirit of the SS25 runway show, the campaign immerses itself in the romance of movement—this time filtered through Egypt’s sun-drenched, timeless landscapes. Sherif’s eye conjures not only place but feeling: a linen shirt fluttering aboard a felucca, a cream dress trailing the river’s surface, silhouettes softened by palm fronds and ancient stone. The natural environment becomes both muse and canvas, amplifying the collection’s tactile elegance without overshadowing it.

Omaima Salem’s styling channels a quiet, elemental beauty—bare feet, relaxed tailoring, and effortless espadrilles lend an authentic, uncontrived grace to each look. The collection breathes with the languid rhythm of summer, embodying Jacquemus’s signature interplay between nostalgia and contemporary simplicity. The clothes do not posture; they inhabit, blending seamlessly into their surroundings.

What sets La Croisière apart is its restraint. Rather than crafting a narrative, the campaign offers fragments of atmosphere: the golden hush of dusk, the serenity of wide horizons, the intimacy of a fleeting moment. It resists dramatization, preferring the quiet poetry of being over the urgency of storytelling.

At times, the campaign’s polished minimalism invites a yearning for disruption—a stray laugh, a reckless gesture—but perhaps its stillness is its truest luxury. In a world obsessed with spectacle, Jacquemus offers something rare: a meditation on romance not as spectacle, but as sensation.

Ultimately, La Croisière captures a brand at ease with its own rhythm, embracing journey over destination, feeling over formality. It is a sunlit reverie—a whispered invitation to simply drift.