Dries Van Noten Fall 2025 Editorial Project

Review of Dries Van Noten Fall 2025 Editorial Project by Creative Director Julian Klausner with Photographer Carlijn Jacobs

Julien Dossena’s first vision for Dries Van Noten steps into the world not with a polished, big-money campaign, but with something more restless and intriguing. Shot by Carlijn Jacobs, the project reads like an editorial experiment: opulent interiors, surreal staging, and models who bend, mirror, and multiply into dreamlike compositions.

Jacobs brings her signature lens of distortion, flattening symmetry into something uncanny and glamorous. A pair of models become a living reflection on a green sofa; sequined dresses vibrate against carved wood; jacquard coats dissolve into parquet floors. The result is both beautiful and slightly disorienting — a mood board come alive.

Julien has long said he’s drawn to contradiction, and this is a visual thesis on that idea. Brocade meets banality, opulence meets oddity, perfection gets a jagged edge. Rather than coax us toward a single hero look, the images build an atmosphere: decadent, a little unruly, and always suggestive.

But that looseness cuts both ways. Without a central focus, the clothes risk becoming props in the mise en scène rather than protagonists. It’s less campaign than provocation — and that may frustrate anyone looking for the classic clarity of a brand moment.

Still, there’s something refreshing about its refusal to over-explain. In a season of campaigns that tell you exactly what to think, Julien and Jacobs leave space for interpretation. Curiosity lingers, and that’s half the battle in fashion imagery today.

It may not be prime-time campaign polish just yet, but it doesn’t want to be. This is about planting a flag, not selling a bag. And for a debut gesture, it’s one that cuts through the noise with a sly wink.