The Revitalized Vision of Winter Retreat - Shot By Lisa Jahovic

Bringing playfulness back to luxury, Jacquemus’ Winter Retreat infuses surreal movement and eccentric charm into winter fashion.

By Kailey Correa

Jacquemus has once again redefined luxury fashion campaigns with its latest winter collection, “Winter Retreat.” Photographed by the visionary Lisa Jahovic, this campaign breathes surrealism into the brand’s signature monochromatic elegance. While many winter fashion campaigns tend to lean into either stark minimalism or overindulgent seasonal tropes, Jacquemus’ latest work is a masterclass in striking the perfect balance between eccentricity and sophistication. The campaign’s artistic execution, inspired by surrealist movements and unexpected visual storytelling, makes it a personal favorite winter campaign this season.

At its core, "Winter Retreat" stands out for its ability to animate the inanimate, making garments and accessories seemingly come to life. The campaign’s most intriguing visual feat is its interplay between movement and stillness, almost as if the clothes are performing an elegant, otherworldly dance around the model. American model Alex Consani becomes both subject and observer, navigating a world where fashion becomes an active participant rather than a static adornment.

In a time when many brands prioritize ultra-luxurious, aspirational imagery that often feels distant, Jacquemus breaks the mold by injecting playfulness and depth into its storytelling. The campaign does not rely on predictable landscapes or opulent winter backdrops. Instead, it leans into an imaginative, almost theatrical quality that feels fresh and unexpected. Jahovic’s lens captures an energy that is both dynamic and ethereal, avoiding the sterile compositions that have dominated luxury branding in recent years.

Instead of catering to traditional winter aesthetics—such as cozy knits by a fireplace or sleek, snowy cityscapes—"Winter Retreat" introduces a realm of surrealist motion and dynamic layering. It challenges how we perceive fashion photography by creating an environment where clothing becomes part of a whimsical, animated universe. This feels particularly timely in a digital age where consumers crave campaigns that are both visually engaging and intellectually stimulating.

One of the most compelling aspects of "Winter Retreat" is its clear nod to Rube Goldberg machines, the elaborate chain-reaction devices known for their whimsical complexity. The campaign reflects this concept by making each frame feel like a piece of a larger, orchestrated movement. A sleeve might extend mid-air, a handbag might hover momentarily, and garments appear to shift positions as if guided by an unseen force. This calculated chaos brings a sense of spectacle and narrative—a reminder that fashion can be just as much about movement as form.

Jahovic channels Man Ray’s avant-garde approach to image-making, particularly in how she plays with light, shadow, and perspective. The blurred distinction between subject and object mirrors Ray’s Dadaist and surrealist experiments, where reality is continuously reinterpreted. This homage to the past, combined with an undeniably contemporary vision, places Jacquemus’ campaign in a league of its own.

What ultimately cements "Winter Retreat" as a favorite campaign of the season is its ability to make fashion feel alive. Rather than adhering to static poses or rigid compositions, the collection itself becomes the protagonist. The garments interact with the model in a way that blurs the boundaries between body and fabric, creating an illusion of spontaneous movement.

This campaign is a reminder that high fashion doesn’t have to be confined to posed perfection—it can be playful, surreal, and thought-provoking. Jacquemus’ ability to embrace an artful yet wearable vision sets "Winter Retreat" apart from other luxury campaigns, making it not just a showcase of beautiful clothing, but an artistic statement in itself.