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Known for their flair for the extraordinary, the French fashion house Jacquemus has yet again proven that they take creativity and campaign dedication far more than anything else. Their new spring 2025 campaign, “La Croisière,” is set against the inspiring landscape of Egypt’s extravagant nature. From Cairo to Aswan, the photoshoot is one that made sure to make history and be remembered forever.
Featuring Egyptian photographer and director Mohamed Sherif behind the lens, this was a 24-hour sprint photoshoot. One that took place in Cairo and Aswan. Mohamed Sherif didn’t just highlight Jacquemus’s fashion statements. As a matter of fact, he immortalized Egyptian model Mohamed Hassan and Brazilian-New Zealand model Angelina Kendall. Dive in to know more about this artistic photoshoot that used the magnificent Egyptian sceneries of Cairo and Aswan to steal the spotlight and create a global fashion allure.
The Beginning of Jacquemus and How The Brand Flourished
Jacquemus is a brand that was founded in 2009 by Simon Porte Jacquemus, a 19-year-old provençal visionary. The brand began as a heartfelt tribute to his late mother. Port Jacquemus worked retail at Comme des Garçons to fund his early collections; he then broke through with a 2013 show that was staged in an empty swimming pool. Models? Yeah, those were his close friends that he worked with to start his legacy. This DIY ethos that was paired with a tendency to become viral is one that caused the brand to have its own cult following fanbase.
Think of the trend that the tiny Le Chiquito bag has created or the statement-making La Bomba hat that was later used in many fashion looks. This french fashion house didn’t take much to prosper, and we’re all in for it! The brand has 6.5 million Instagram followers and a reputation for creating the best minimalist designs with a great maximalist impact. If you ask me, this is all that this generation is about. Jacquemus has simply redefined contemporary luxury. The brand is blending Mediterranean warmth with architectural precision. What’s not to like?
The Smart Usage of Egypt’s Landscape for Shooting “La Croisière”
Egypt having a millennia-old grandeur proves to be an unparalleled canvas for Jacquemus’s campaign “La Croisière.” The campaign shows iconic sites like the Great Pyramids of Giza and the Nile River, which has been the cradle of Egyptian civilization since 3100 BCE. These settings aimed to elevate Jacquemus’s aesthetics and take them up to mythic heights.
Kendall, draped in a voluminous polka-dot coat or a sculptural banana-printed ensemble, commands the desert’s vastness. Hassan, in a crisp off-white ensemble or a full-on black summer look, gives off an effortlessly cool vibe against the Nile’s lush banks. The collection’s earthy tones merge easily with Egypt’s rugged lands. Again, it’s an artistic vision that helped in creating a visual dialogue between the landscape’s antiquity and fashion modernity.
Egypt Has Always Been a Host for Global Fashion Brands!
Choosing egypt was more than just satisfying the aesthetics; as a matter of fact, it was all about creating a genius narrative. The pyramids’ stark geometry mirrors the brand’s tailored silhouettes, while the Nile’s flow complements all draped fabrics that the brand showcased. Jacquemus sidesteps cultural cliches by enlisting Sherif, who is a native talent whose lens captured Egypt’s soul with cinematic intimacy.
The campaign simply delivered authenticity that resonated with today’s audiences. Marketing-wise, Egypt is a jackpot for Jacquemus, one that invited viewers to lose themselves in their immersive fashion story. Egypt is not new to housing a fashion brand’s photoshoot. In December 2022, The Pyramids of Giza were the backdrop for Dior’s fashion show. A spectacular night show that took everyone’s breath away.
Final Thoughts
“La Croisière” is Jacquemus at its boldest. The brand turned a photoshoot into a cultural moment. Furthermore, Egypt’s monumental landscapes don’t merely backdrop the collection; they amplify its essence that creates a tale of immortalized beauty. As Jacquemus continues to push the boundaries of luxury, this campaign proves that pairing French sophistication with Egyptian majesty is capable of creating something that is definitely unforgettable.
