For the Fall 2025 season, Ludovic de Saint Sernin is exploring themes of power, provocation and seduction.

Telling a tale of corporate seduction, the campaign sees Gray unravel power dressing to reveal a “subversive core” covered in latex and leather. With art direction from Lolita Jacobs and Jean-Baptiste Talbourdet, the campaign translates the collection’s “sharp sensuality” through black and white visuals.

Showcasing tailored cashmere, exaggerated shoulders, latex bralettes and classic shirts, the collection blurs the boundary between nine to five and five to nine. Exploring themes of ambition, desire and tension, the campaign evolves the brand’s fascination with BDSM culture and its exploration of sex, highlighting the relationship between desire and fantasy.