Isabel Marant has released it SS25 campaign and it stars someone who in many ways has for decades summed up the Marant style — “long-time friend of the house” Kate Moss. 

Styled by another influencer who also sums up the Marant look — former Vogue Paris editor-in-chief Emmanuelle Alt — so far, so unsurprising.

Perhaps a little more surprising is the campaign’s male lead, K-pop star Seonghwa of boy band Ateez, with K-pop’s biggest names having more recently been associated with France’s ultra-luxury brands than a ‘boho-chic’ one like Isabel Marant. Yet given the huge impact K-pop stars have made globally, it might be less of a shock that a label as attuned to the mood of the moment as this one has signed him for the campaign.

Moss and Seonghwa were shot in Paris by photographer Robin Galiegue and unlike some campaigns, in this case the two stars (and the clothes, of course) are the main focus with white backgrounds underlining that fact.

The images have a 1990s-meets-2020s feel (as does the inclusion of both Moss and Seonghhwa), in many ways summing up the whole Marant look.

What’s also key is that while Kate Moss has fronted more fashion campaigns than most of us have had hot dinners (although she last modelled for the label back in AW10), this is a first for Seonghwa.

“This campaign is a celebration of time, where a 1990s icon meets a 2020s K-pop star, underscoring Isabel Marant’s ability to bridge cultures and eras, creating a world that speaks to both timeless style and modern youth,” the company said.

It will be interesting to see the impact the campaign makes. Isabel Marant has struggled with sales growth in recent periods and last November, it was rep[orted that for 2024 through September, the company saw a 31% slide in sales to wholesale customers and online retail clients, following a previous drop in orders for its recent collections.

That was according to a results presentation seen by Bloomberg News. Overall the business saw a 17% drop in sales for the year, relative to the same period in 2023.