Take a look at CH Carolina Herrera’s Spring/Summer 2025 campaign starring British supermodel Edie Campbell lensed by photographer Norman Jean Roy [IG] in a scene of sumptuous, modern, upscale bohemian elegance.

It’s easy to forget that this visual feast for hungry eyes is a focus on the brand's signature bags — specifically the new INITIALS INSIGNIA SOFT — presented in an array of jewel tones, metallics, and refined neutrals.

Carolina Herrera and the Business of Relationships

The choice of British thoroughbred lover Edie Campbell to represent this wing of the Carolina Herrera luxury house is powerful. AOC finds her in a 2018 Carolina Herrera F/W 2018 campaign with a very different pov than we have here. This campaign has Edie Campbell’s name written all over it.

Because we just wrote about the enduring relationship between Carolina Herrera ‘Good Girl’ fragrance and supermodel-activist Karlie Kloss, the first thought with Edie is an affirmative ‘yes’. She belongs in this tribe. Today both women move in highly-monied circles but take their activist roots and credentials wherever they go.

Not important to Carolina Herrera customers, but for fashion insiders, both women have spoken out candidly about issues facing models within our industry.

Because of Edie’s family background as the daughter of Sophie Hicks, an architect and former fashion editor at British Vogue and Roddy Campbell, a prominent city financier, she introduces quiet note of elitism into this brand campaign.

In 2020 we might have thought that elitism was gone for good — a silly proposition given the nature of human history. A key brand concept going forward is a ‘humble’ elitism and both Edie and Karlie have it.

With riches come responsibilities and both women have accepted what should be expected of them as people of privilege — given their prolific talents, excellent values and access to capital. I mentioned this very concept yesterday regarding the new Louis Vuitton Cruise 2025 campaign.

Both Edie Campbell and Karlie Kloss fit Pietro Beccari’s description of the core values of the Louis Vuitton brand and its spokespeople: champions who carry their story with style, elegance and humility.

This new CH Carolina Herrera’s Spring/Summer 2025 campaign starring British supermodel Edie Campbell accompanied by spectacular images from Norman Jean Roy is a signal to me that Carolina Herrera’s creative director Wes Gordon knows what I’m talking about.

I hope this campaign is not a one-off because Edie Campbell — like Karlie Kloss and Christy Turlington, also working with Herrera, along with her daughter Grace — communicate impeccable, honest and earnest brand values with humility.

No brand should step out and embrace such a values proposition, unless they are fully prepared to walk their talk. ‘Humility’ is not a buzz word. It’s a way of being. And today, it’s best to know how to ride a horse, too. Just kidding! ~ Anne