Road to Never: Ann Demeulemeester FW25 Campaign
by Adriano Batista
For the Ann Demeulemeester Fall/Winter 2025 collection, creative director Stefano Gallici takes a visual journey. Titled “Road to Never,” the campaign is a photographic series by Silken Weinberg, shot at Ghost Ranch near Santa Fe, New Mexico.
This location is central to the story. Ghost Ranch was once the home and creative sanctuary of the American painter Georgia O’Keeffe. Its vast ochre mesas, raw desert light, and sculptural adobe architecture (scenes immortalized in O’Keeffe’s work) form the living backdrop for the collection. Here, the clothes are in conversation with the landscape.
The collection translates O’Keeffe’s painterly sensibility into a wearable language. There are elongated suits in brushed wools, diaphanous layers that catch the wind, and stark tailoring softened by organic drape. The palette is one of muted bone, charcoal, and sun-baked earth, directly echoing the restrained colors of O’Keeffe’s canvases.
Photographer Silken Weinberg brings an emotional intensity to the project. Her lens captures the models as spectral figures moving through the surreal terrain, dissolving the line between the wearer and the environment.
Check it out below:
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