Jacquemus brings Parisian style to Egypt in stunning spring campaign

French fashion label Jacquemus reveals its latest collection with a breathtaking photoshoot set across Egypt, blending modern fashion with ancient landscapes.

Jacquemus has unveiled its Spring 2025 collection in a unique way—through a 24-hour photo journey from Cairo to Aswan, Egypt. The campaign, titled La Croisière, was photographed by Egyptian artist Mohamed Sherif and highlights both the beauty of the country and the brand's clean, modern designs.

The campaign stars Egyptian model Mohamed Hassan and Brazilian-New Zealand model Angelina Kendall. They wear striking looks like a polka-dot coat and banana-printed outfits, posed against Egypt's most iconic backdrops. From the Great Pyramids of Giza to the Nile River, the scenery adds a timeless touch to Jacquemus' minimalist fashion.

Founder Simon Porte Jacquemus started the brand in 2009 as a tribute to his mother, using his friends as models and working retail to fund his dream. His creative approach and viral campaigns helped grow Jacquemus into a global name known for mixing fashion with emotion and bold storytelling.

This latest campaign is no different. The natural tones of the clothes blend perfectly with Egypt's vast deserts and lush riverbanks, creating a powerful mix of ancient culture and modern style. More than just a photoshoot, La Croisière celebrates Egypt's heritage while pushing fashion boundaries.

From : Al-Ahram