AURALEE SS25: A Study in Material Nuance

03 / 02 / 2025
POR Marian Coma

AURALEE’s Spring/Summer 2025 campaign, shot by Daniel Shea and styled by Charlotte Collet, extends the collection’s serene elegance. Set in soft natural light and lush greenery, the visuals capture the brand’s essence of quiet sophistication and urban serenity.

The images exude a sense of calm and effortless grace, aligning perfectly with the brand’s ethos. Iwai’s fascination with parks as communal spaces—where city dwellers, intellectuals, and passersby all converge in search of something—translates seamlessly into the collection’s aesthetic. Each frame showcases individuals in motion, lost in thought, draped in AURALEE’s masterfully tailored pieces, embodying an understated elegance.

Presented during Paris Men’s Fashion Week, AURALEE showcased a collection that seamlessly merges menswear and womenswear at the historic Hôtel des Maisons. Originally planned for an outdoor setting, the show’s relocation indoors emphasized the fluid balance between structure and ease.

SS25 focuses on refined minimalism: high-waisted chinos, cinched coats, and breezy knitwear define the collection. Relaxed layering, bomber jackets over suits, and sweaters over shirting bring an understated elegance, while a muted palette enhances its serene aesthetic.

More than fashion, AURALEE’s SS25 campaign embodies a philosophy of intentional dressing, where simplicity meets refinement, elevating the everyday into something quietly extraordinary. A story reflects Iwai’s fascination with urban parks as communal spaces, portraying individuals in motion wrapped in impeccably tailored, effortless garments.