Dear Shaded Viewers,
Ludovic de Saint Sernin’s Autumn-Winter 2025 campaign is a heady plunge into the mesmerizing depths of power, seduction, and self-possession. Amelia Gray, joined by Alejo Humanes and Lewis Gillooley, emerges as the season’s modern dominatrix—a vision reminiscent of Helmut Newton’s legendary heroines. Shot by Stuart Winecoff with styling from Carlos Nazario, the imagery pulses with tension: the boardroom and the club, ambition and desire, all colliding under flicker and shadow.
Gray presides over the scene in tailored cashmere and bold shoulders that slide away to reveal a wardrobe designed for the relentless rhythms of 9-to-5-to-9 living. The collection pulses with a provocative energy, latex and leather underscored by crisp shirting, offering corporate severity with a subversive edge. Her companions, sometimes eager and sometimes dangerous, blur the boundary between submissives and accomplices—a kiss exchanged, court held by a mistress, a tableau where business and pleasure entwine.
Artful direction comes courtesy of Lolita Jacobs and Jean-Baptiste Talbourdet, with hair by Jawara and make-up by Karin Westerlund, and Piergiorgio Del Moro’s casting intensifying the charged atmosphere. De Saint Sernin’s ongoing conversation with BDSM culture pushes further into the spotlight, placing queerness, sex, and fantasy at the campaign’s very heart. Here, in this sharply sensual universe, desire is neither hidden nor ashamed—it’s the currency of control and connection.
For AW25, Ludovic de Saint Sernin dresses for every clandestine wish and whispered ambition that follows after dark.
Later,
Diane
