Lisa Jahovic’s collaboration with Jacquemus for their latest holiday campaign starring Alex Consani brings an imaginative, surreal charm to the brand’s repertoire
Words MATTIA MARCASSA BARBIERI
Titled Winter Retreat, the campaign unfolds in a warm, wood- paneled ski chalet, where the lines between practicality and fantasy blur. It’s an ode to self-care and festive cheer, blending functional winter essentials with Jacquemus’ signature minimalist aesthetic.
Lisa Jahovic is a multidisciplinary artist whose creative approach spans photography, sculpture, and the performative dimension of objects. Her work often bridges the mundane and the magical, inviting viewers to find beauty and meaning in everyday items like furniture, kitchen tools, and even apples. Through processes of experimentation and transformation, Jahovic imbues these objects with personality and life, challenging their static nature and encouraging emotional and poetic connections. Her art reflects a mix of visual poetry and absurdist humor, aiming to elicit feelings of tension, wonder, and discovery in her audience.
The campaign’s visual language, captured through Jahovic’s lens, is both chic and absurdly delightful. Consani, a rising figure in fashion, interacts with whimsical contraptions: a rowing machine that powers a fan perfectly wrapping a scarf, cucumber slices applied by mechanical arms, and even a sewing pedal powering festive hanging decorations. These surrealist moments juxtapose with elegant stills, such as a close-up of Consani’s face adorned with beads that resemble water droplets, highlighting Jahovic’s mastery of visual storytelling.
Beyond the quirky narrative, the collection features a luxurious take on winterwear—knitted cardigans, shearling bags, and cozy accessories like beanies and scarves, all in a calming palette of beige and cream. The inclusion of collaborations with brands like Trudon for scented candles and Moon Boot for reimagined ski boots adds a multi- dimensional appeal to the campaign, making it more than just a fashion showcase but a celebration of winter’s comforting allure.
This campaign also underscores Jacquemus’ commitment to pushing creative boundaries in digital marketing. By prioritizing video content over traditional still imagery, the brand leverages the medium’s dynamism to engage a digitally savvy audience. Jahovic and Jacquemus invite viewers into a playful yet sophisticated world, reminding us of the joy in embracing life’s small, beautiful absurdities during the holiday season
