For Ann Demeulemeester’s FW25 campaign, creative director Stefano Gallici and his team ventured to Ghost Ranch – the remote New Mexico landscape once home to Georgia O’Keeffe, whose stark, mystical visions created there served as the collection’s spiritual blueprint.

Photographed by Silken Weinberg – known for her soft-focus dreamscapes and haunting portraits, particularly of Ethel Cain – the campaign is more of an extensive photographic exhibit, capturing spectral figures adrift in the desert, their silhouettes echoing O’Keeffe’s gift for translating silence into shape, colour, and form. Blending the Parisian house’s inherent melancholic romance with a desert psychedelia, the FW25 collection – titled Road to Never – continues Gallici’s exploration of Americana references and sensibilities following recent trips to the West Coast.

“Georgia O’Keeffe reduced everything to its essence,” says Gallici. “That clarity of lines, spaces, and presence was important to me for this collection. I wanted the clothes to exist with the landscape, not against it; to find a balance where form and environment speak to one another. To bring the collection to New Mexico, the place that shaped her vision, felt like an honour. The setting charged the clothes with something raw, but also very pure.”

Read our report from the FW25 show here.