Jil Sander Heads to Iceland for Fall Campaign

Jil Sander finds peace in nature. For its fall-winter 2022 advertising campaign, the fashion brand visits Iceland. The creative directors of Jil Sander, Lucie and Luke Meier view Iceland as the essence of nature where we can be vulnerable and alone but also as a reflection of their childhood. The designer pair grew up hiking, skiing, and snowboarding through wintery settings. Similar to their own experiences, the Meiers view the new advertisement for Jil Sander as requiring a profound awareness of nature to interact with the environment.

Nikki McClarron photographs the fall-winter 2022 advertising campaign for Jil Sander+. To capture the intimacy and atmosphere, the British fashion photographer travels to the northeastern region of Iceland. The engagement’s protagonist is South African model Matthew Seymour. Matthew, embodying the essence of the Jil Sander man for fall, prepares for the elements with a combination of elegant, practical, and versatile clothing from Jil Sander’s main menswear collections.

Jil Sander+ Fall/Winter 2022 Campaign

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