Jil Sander’s spring-summer 2025 campaign arrives like a lucid dream filtered through sodium streetlamps and vaporwave noir. Photographed by Mario Sorrenti and art directed by Heiko Keinath, the advertisement takes root in Vancouver, Canada—a city whose emptiness and neon-hued edges evoke a cinematic twilight.
That atmosphere is no accident. It mirrors the Meiers’ runway vision: a melancholic blend of futurism and western cues, in part inspired by the haunting eye of photographer Greg Girard.
Jil Sander Spring/Summer 2025 Campaign
Model Igor Vojinovic becomes the lone wanderer in this urban moodscape—his sharp tailoring and snakeskin boots evoking the silhouette-heavy glamour of the late ’70s.
One moment he’s standing against a blood-red wall like a lost character from a Michael Mann film, in another, he’s crouched indoors in a short suit and python boots, radiating a tension that’s both glam and ghostly.
The palette feels soaked in dusk: acid lime, oil-slick black, and a muted tapestry of floral prints that wouldn’t feel out of place on motel upholstery. These are clothes designed not to shine in daylight, but to smolder under streetlamps, on back alleys, and against chain-link fences.
In a season where many look toward sunshine, Jil Sander chooses shadow. It doesn’t chase optimism, but reflects on where fashion finds itself now—moody, hyperaware, and beautifully unresolved.
