For Fall/Winter 2026, Jil Sander pushes its signature restraint into stranger, more unsettling territory. Under Creative Director Simone Bellotti, the house’s precise, pared-back language gets a cinematic twist that feels more like a still from a film.
That tension between the familiar and the unexpected is central to the campaign which has an unexpected gauzy lo-fi edge we’ve been craving in fashion for a long time. Shot on a runway, with furniture covered in plastic wrap, Bellotti creates an atmosphere that feels deliberately unresolved. Rather than spelling out the narrative, there’s space us to decide what we see.
Photographer and filmmaker Moni Haworth captured the campaign as stills from a short film, creating a grainy, desaturated VHS quality that feels intentionally removed from the polished perfection we always see in luxury campaigns. Edie Campbell and Daisuke Ueda move through the strange landscape as its protagonists, caught somewhere between introspection, tension and feverishness.
The visual references are equally elusive. Hitchcock and Fassbinder seem to haunt the edges of the campaign, but only as faint suggestions rather than direct quotations. Even the soundtrack contributes to the unease: Space Afrika’s “If This Is Hell” featuring Deuén plays beneath the imagery, its lyrics delivered at breakneck speed, disruptive and haunting.
View this post on Instagram
The campaign plays with contradiction as much as composition. More becomes meaningful through restraint; the superfluous can suddenly become essential. Adding and subtracting become almost interchangeable gestures.
“I wanted to convey tension and surprise with the least means possible,” Bellotti says. “Doing more with less is so very JIL SANDER, but this time we explored rather eerie routes.”
That unearthly quality is what ultimately sets the campaign apart. There’s an elegance to the images, but also an unmistakable erotic electricity and sense of something slightly off.