London-based designer Susan Fang just dropped her Spring/Summer 2025 campaign, transporting us to the picturesque landscapes of Iceland. Traveling to the local ballet school Listdansskóli Íslands, in Reykjavik, the campaign imagery was lensed by photographer Charles Guo and styled by Nao Koyabu.
Centering around the idea that “Even on the harshest of rocks, flowers find a way to bloom,” the campaign celebrates inspiration and discovery, capturing the mystical land in its untouched form. Spotlighting the “Air-Bloom” collection, the campaign imagery sees the Blue Lagoon cast an ethereal glow upon the land, capturing nature’s raw strength and beauty.
“Throughout our journey, we turned our gaze on the female dancers of Iceland, aiming to capture their strength, freedom, dreams, and tenderness through the lens,” reads the campaign’s press release. “Through them, we connected with their families, discovering the rich legacy of human culture and feeling the profound ways in which art and dreams flourish in this land,” the text continued.
Inspired by nature’s boundless vitality, SS25 blends art and technology to showcase the form of flowers in unique ways. Through techniques like 3D printing, crochet and laser cutting, Susan Fang aims to create “wearable art” that simulates the natural cycle of nature’s bloom. Elsewhere, laser-cut organza petals replicate a gentle rain of flowers, while feather roses embrace the body.
The collection also spotlights Susan Fang’s collaboration with Nike, including the Killshot 2 and Field General ‘82 sneakers, plus the classic Zoom Vomero 5 and NiIKE V2K Run silhouettes.
Take a look at the collection campaign above and head to Susan Fang’s website for more information.
In other news, SKIMS taps Tate McRae for this year’s Holiday shop.