JIL SANDER’s FW26 campaign challenges the very idea of home. Interiors move outdoors, a sofa is wrapped in aluminum foil, a table is covered in latex, and furniture is arranged like a living room without walls. The scene unfolds on the runway of a private airport, a place of transition suspended between departure and arrival.
Creative Director Simone Bellotti explores contradiction: excess takes on meaning, the superfluous becomes essential, and the act of adding mirrors that of taking away. The result is a fragmented, deliberately abstract visual narrative that leaves room for the viewer to piece together the story.
Starring Edie Campbell and Daisuke Ueda, the images are stills from a short film directed by photographer and filmmaker Moni Haworth. Grainy textures and desaturated tones evoke the VHS aesthetic, while the two protagonists move through moments of tension and introspection. Their movements remain unexplained, leaving the imagination free to wander. The soundtrack, If This Is Hell (feat. Deuén) by Space Afrika, accompanies the narrative in rapid-fire delivery.
“I wanted to convey tension and surprise with the fewest possible means,” says Simone Bellotti. “Doing more with less is very much in the spirit of JIL SANDER, but this time we explored some rather unsettling territory. There is a sense of elegance, charged with erotic electricity.”
