The collection explores the fusion of kitsch and contemporary style.
British fashion house KNWLS has chosen model and actress Iris Law as the face of its new Autumn 2025 campaign. Under the creative direction of designers Charlotte Knowles and Alexandre Arsenault, the collection presents a unique aesthetic that reinterprets fashion references with a modern and sophisticated approach.
The campaign images highlight the richness of textures and materials in the collection, titled Baby. In one photograph, Law wears a mid-length fur coat over a dress, paired with trainers. In another, she poses inside a house wearing a two-piece leather set with striking fur lapels, emphasising the brand’s bold yet elegant essence.
“We had been wanting to collaborate with Iris for a long time. She has a genuine connection with the brand, and we felt it was important to choose someone who truly resonates with our vision,” explained Charlotte Knowles.
For this collection, the designer duo drew inspiration from key figures in the fashion industry and their ability to combine statement pieces with modern, elegant cuts. “We were drawn to the idea of taking kitsch elements, comfortable silhouettes, and pop culture references and reframing them within the KNWLS universe,” said Arsenault.
In recent years, KNWLS has established itself as a favourite among young celebrities such as Bella Hadid and Dua Lipa. While the brand traditionally showcases its collections in September during London Fashion Week, this time, the designers have opted for a different strategy.
“We have invested a lot in the Autumn 2025 collection, but given the current circumstances, we believe it is more effective to focus on generating content throughout the season,” explained Knowles.
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