Jacquemus Sets Sail on the Nile: “La Croisière” Captures the Poetry of Egypt

In a collection that continues the brand’s dialogue between fashion and wanderlust, Jacquemus drifts into Egypt with a campaign that is as cinematic as it is serene.

Few brands balance minimalism and emotion quite like Jacquemus. With its signature Mediterranean ease, the French house now turns its gaze southward—towards Egypt—for its latest campaign, La Croisière. Starring models Angelina Kendall and Mohamed Hassan, and captured by the visionary lens of Egyptian photographer and filmmaker Mohamed Sherif, the campaign becomes less an editorial and more a visual voyage.

Following the debut of the La Croisière Spring/Summer 2025 show in Paris, the campaign brings Jacquemus’ spirit of travel to life—gliding from the lush banks of the Nile to the monumental stillness of the Giza pyramids, suspended in golden light. Every frame pulses with a kind of sacred stillness, where ancient landscapes cradle modern silhouettes.

Dressed in sun-bleached tailoring, flowing whites, and sculptural accessories, the models exude a relaxed elegance that feels right at home against the grandeur of Egypt’s past. There’s an effortless tension: softness in the styling by Omaima Salem, set against the monumental forms shaped by set designer Mahmoud Okasha. The styling elevates the clothing, yet remains rooted in the real—elevated resortwear for modern-day nomads.

This is Jacquemus at its most poetic: sun-drunk, elemental, and quietly bold. In a time when fashion campaigns often lean digital and fast, La Croisière opts for the analog, the eternal, the slow. The kind of campaign that doesn’t shout, but hums.

Shot and produced on Egyptian soil with a stellar local crew—including SNAP14 on production—La Croisière is a testament to the brand’s evolving global lens and deepening sense of place. At once a love letter to Egypt and a continuation of Jacquemus’ travel-rooted narrative, this is the kind of fashion story we want to get lost in.

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