Ann Demeulemeester bridges new connections under Stefano Gallici, unveiling the brand’s first-ever campaign ahead of their Milan store opening.
Though Stefano Gallici was appointed to the house of Ann Demeulemeester in 2023 after joining the team in 2020, this marks the young director’s first move globalise the brand.
The approach towards bold visuals and branding departs from the brand’s customary restraint. As the persona of Ann Demeulemeester has long been private and media-shy, Gallici’s choice to publicise the collection is a daring shift.
(Photo: Ann Demeulemeester)
The campaign has drawn mixed reviews. Some fans applauded the first-step beyond the brand’s comfort zone. Others saw it as a turn toward a more mainstream creative direction, which they viewed unfavourably.
The debut campaign stars models Arthur Hargous and Svetlana Lethelier in head-to-toe looks from the Spring 2026 collection, shown in Paris last year. Photos feature the iconic Napoleon-era military jackets, lace slip dresses and dark trenchcoats, all paired with leather boots.
(Photo: Ann Demeulemeester)
This collaboration between the Belgian fashion house and the Italian designer presents a vision that is structured yet fluid — a romantic heritage, precisely tailored.
Photographer Nikolai Von Bismarck and stylist Elodie David collaborated on the campaign’s stunning visuals taken at Villa Manin in Friuli Venezia Giulia. The 18th century estate, chosen for its proximity to Gallici's hometown, adds personal resonance.
(Photo: Ann Demeulemeester)
Romantic imagery and a subdued palette of black, white and pink complement the setting, reflecting the concept: “The grandeur and restraint of Villa Manin echo the collection’s tension between intimacy and monumentality, austerity and romanticism.”
As a prelude to the campaign, Ann Demeulemeester’s Milan storefront on Via Montenapoleone will be unveiled on Feb 26 during Milan Fashion Week.