Amelia Gray Redefines Power Dressing in Ludovic de Saint Sernin’s Fall 2025 Campaign
In his Fall 2025 campaign, Ludovic de Saint Sernin turns to Amelia Gray as the ultimate muse to embody the tension between corporate discipline and seductive hedonism. Captured through the cinematic lens of Stuart Winecoff and elevated by the creative direction of Lolita Jacobs and Jean-Baptiste Talbourdet, the imagery blurs the line between authority and desire.
De Saint Sernin explained that Gray’s versatility and unmistakable presence made her the perfect choice: “She has a defining look, she’s a chameleon, and she can sell you anything.” Alongside Alejo Humanes and Lewis Gillooley, Gray steps into a narrative that plays with shifting power dynamics — sometimes commanding, sometimes provocative, but always magnetic.
Referencing Helmut Newton’s iconic heroines and the raw energy of Madonna’s “Die Another Day”, the campaign explores the codes of power dressing stripped down to its subversive core, with latex, leather, and sharply tailored shirting at its center. The interplay between near-kisses, blurred hierarchies, and cinematic tension invites viewers to imagine what unfolds behind the scenes, leaving the story intentionally open-ended.
What emerges is a portrait of the modern woman: strong enough to challenge conventions, seductive enough to rewrite them, and complex enough to keep her audience guessing.
