Welcome home, where it all begins. Look again. The interiors are outside. The home is just a spare suggestion: furniture laid out en plein air, a table covered in latex, a sofa wrapped in foil. There is no floorplan. Everything is placed on the runway of a private airport – another place where things begin, either taking off or landing.

For the new JIL SANDER campaign, Simone Bellotti explores heightened restraint from a tense visual and narrative standpoint. The powerful simplicity that’s intrinsic to the ethos of the house gets twisted. The idea of contradiction – moreness with meaning, the superfluous that becomes essential, the act of adding mirroring the gesture of taking away – shapes a fragmented, abridged visual tale. The plot is deliberately abstract: an invite for the viewers to fill the gaps however they prefer. Hitchcock and Fassbinder echo here and there, but it’s just faint hints.

The images, with their grainy texture and desaturated VHS hues, are actually stills from a short movie shot by photographer and videographer Moni Haworth. Protagonists are Edie Campbell and Daisuke Ueda, caught in moments of tension, feverishness, introspection. Are they living on the runway? Are they ready to depart or just landed? The story is really anyone’s guess, the plot further broken by the score – If This Is Hell (feat. Deuén) by Space Afrika – the lyrics spoken at breakneck speed.

“I wanted to convey tension and surprise with the least means possible – says Simone Bellotti – Doing more with less is so very JIL SANDER, but this time we explored rather eerie routes. There is a sense of elegance, filled with erotic electricity”.

An unsettling feeling comes forward, unveiling the beauty of contradictions, of things that cannot be fully explained and charm because of that.

Creative Direction: Simone Bellotti

Art Direction: Carina Frey & Stefanie Barth

Photographer/Director: Moni Haworth

Models: Edie Campbell, Daisuke Ueda

Original Music: ‘If This Is Hell’ by Space Afrika ft. Deuén

Press Contacts:

brendan.ordonez@ledecompany.com

kerry.marques@ledecompany.com

ABOUT JIL SANDER 

JIL SANDER is the epitome of modernity and sophistication. Its unconditional dedication to design combines elegance and purity with innovative materials and exceptional quality. The refinement of cuts, the play on contrasts, and the perfection of details give form to an approach to fashion defined by deliberation, rigour, and artistry.

Under the Creative Direction of Simone Bellotti since March 2025, the Milan-based brand presents collections for women and men including ready-to-wear, shoes, handbags and accessories.

The brand was established in 1968 by Mrs. JIL SANDER and it was acquired by the OTB Fashion Group in 2021. JIL SANDER is present worldwide through its network of around 80 boutiques and JilSander.com, as well as available in selected multi-brand retailers.