The line between what we eat and how we smell is continuing to blur
Lensed by Sharna Osborne.
For Martine Rose‘s first campaign of 2025, the London-based designer has teamed up with long-term collaborator Sharna Osborne for a lo-fi take on her Spring/Summer 2025 collection. The SS25 campaign continues to question traditional notions of beauty, drawing inspiration from the brand’s Milan Fashion Week debut, Learn more about our.
Dedicated to a “visual expression spawned from disturbance, humor and sex,” according to the brand’s press release, the campaign looks to explore where we derive beauty from — and question it.
Womenswear featured includes a series of women’s camisoles, shirts and skirts — adorned with visible brasserie cups crafted from motorcycling elbow patches and knee guards. Elsewhere, kinky leather utility shorts and backward-zipping skirts evolve the collection, exploring our relationship with vulnerability and protection.
Proposing a “softer” sensibility, the collection campaign showcases “oddly seductive graphics,” crafted from wax resist-dye prints in “Chocolate Brown,” “Bronzed Blue” and “Slimy Acid Green.” Signature Martine Rose monikers like “Local Hero” make a return, appearing as a slogan throughout the collection, alongside archival floor-length coats, jacquard knits and tucked-in jackets. One of the collection’s standouts includes a party shirt designed with passport headshots of the MR studio team and their families.
Finally, multicolor crochet bags, belt buckles and pendants accessorize the collection, emblazoned with street slang like “Bait” and the word “Eros” (an anagram of Rose.) A juxtaposition between conservative and contemporary emerges, through classic lady earrings in velvet, croc-belly shoes, slip-ons and bondage buckled sandals.
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