Paper Cranes and Poolside Ease: How Sandro’s SS25 Campaign Spells Out Summer

A French Villa, a Lamborghini, and a Ball of Purple Yarn

For Spring/Summer 2025, Sandro does what it does best. They walk the line between grounded and surreal, ease and effort, Paris and everywhere else. The campaign is set in Cannes, but not the yacht-heavy, red-carpet Cannes you’ve seen before. This is a different kind of Mediterranean: a cinematic, paper-strewn dreamscape where fashion flirts with the absurd.

Nigel Shafran’s lens frames the chaos just right. Models lounge across pastel loungers and clamber over stairwells tangled with ribbon, origami birds circling like ghosts of last night’s party. One image in particular, already bouncing around the moodboard corners of Instagram, captures a young man in a sports car, beaming as he knits a scarf from violet yarn. It’s a still-life of contradictions: luxury and play, youth and nostalgia, elegance with its hair down.

Sandro isn’t reinventing itself here. It’s refining the mood, sharpening the soft power it already owns. The campaign feels effortless because it is. The visual language says: “This is for you, if you know how to see it.”

Everyday Eccentricity: The Collection Itself

The clothes mirror the setting sun-bleached, slouchy, and precise. There’s a slow confidence to everything: loose ribbed polos, breezy poplin shirts, soft tailoring in sandy neutrals and pale ocean hues. It’s fashion that knows how to breathe.

For women, it’s about subtle texture: sheer knits, soft denim, quiet layers. For men, unstructured suits and linen pieces hint at a new kind of vacation uniform, one that trades logos for restraint and flexes through restraint alone. You’re not trying. You just are.

There’s an ease here that isn’t lazy. It’s intelligent. Each piece looks like it was made for people who dress well without needing to explain why.

A Shift in Fabric, A Nod to the Future

While the silhouettes stay soft, the materials are getting sharper in intent. There’s an increased presence of organic cottons and low-impact fabrics, a step forward in Sandro’s ongoing sustainability narrative. It's not shouted from the rooftops. It doesn’t need to be. It’s stitched in quietly, in the way fashion should be now: conscious, not performative.

These are clothes designed to live longer than the moment. To be worn, reworn, remembered.

Knitting the Unexpected into Parisian Chic

Sandro’s Spring/Summer 2025 campaign is a masterclass in balancing sophistication with whimsy. Set against the backdrop of Cannes, the collection unfolds in a dreamlike narrative where fashion interacts with unexpected graphic elements. Photographer Nigel Shafran captures models Merel Roggeveen, Joseph Uyttenhove, and Takfarines Bengana amidst ribbons, origami, and colorful tubes, creating a poetic, playful world where art and dreams merge seamlessly.

A standout moment features a model in a Lamborghini, knitting a purple scarf: a scene that encapsulates the campaign's blend of luxury and humor. This image, shared on Sandro's Instagram, has resonated with audiences, highlighting the brand's ability to infuse high fashion with unexpected, relatable elements.

The collection itself reflects this balance. For women, minimalist knit skirts and textured layers in sand, sky blue, and navy offer elegance and ease. Men's pieces draw from classic staples, introducing vibrant splashes of azure blue and zesty lemon yellow, perfect for those seeking adventure in everyday wear. Natural and breathable materials like poplin, cool wool, and linen define the collection, providing comfort and texture that mirror the journey from urban life to sunlit escapes.

Sandro's commitment to sustainability is evident in the increased use of organic cotton and eco-friendly fabrics. By prioritizing timeless, long-lasting pieces, the brand encourages consumers to invest wisely, promoting a more conscious approach to fashion.

On social media, Sandro continues to engage audiences with content that mirrors the campaign's themes. Their Instagram features serene settings and playful elements, while TikTok videos showcase models interacting with the whimsical aspects of the collection, like the aforementioned knitting scene. These platforms allow Sandro to extend the campaign's narrative, blending Parisian elegance with Mediterranean charm in a way that feels both fresh and authentic.

In SS25, Sandro doesn't just present a collection, it tells a story. Through thoughtful design, sustainable practices, and innovative storytelling, the brand invites us to see fashion not just as clothing, but as an experience that blends the unexpected with the timeless.

The Algorithm Can’t Get Enough: Sandro on TikTok and IG

What’s most striking is how well this collection translates across screens. On TikTok, Sandro’s recent campaign clips are quietly going viral. No gimmicks, no trends. Just gorgeous, slow moments: a model tracing sunlight across a concrete wall, another letting party streamers drift across their face like seaweed underwater.

It’s hypnotic. These aren’t ads; they’re moving poems. The kind of content that makes you stop scrolling, not because it shouts, but because it sighs.

Meanwhile, on Instagram, the brand is curating rather than performing. The feed is restrained, tonal, sun-washed. There’s no noise, no flash sale energy. Just the world of the collection, expanded with elegance. BTS snippets, editorial cuts, a few well-placed campaign stills. And that’s enough.

The engagement proves the point: today’s fashion audience doesn’t want to be sold to. They want to be invited in. Sandro understands the new digital language of luxury, and it’s speaking it fluently.

Where Sandro Is Going

This isn’t a rebrand. It’s a refining of tone. A narrowing of the aperture. With SS25, Sandro leans into the soft power of restraint: wearable minimalism rendered with a wink, elevated storytelling without spectacle. There's humour, yes, but it’s the quiet, confident kind.

It doesn’t scream “cool.” It trusts that you’ll get it. That you’re already there.

And that’s precisely what makes it work.