ANN DEMEULEMEESTER FW25 AT GHOST RANCH

Summary:

• Ann Demeulemeester shot their FW25 campaign at Ghost Ranch, Georgia O'Keeffe's former home in New Mexico
• Creative director Stefano Gallici drew inspiration from O'Keeffe's minimalist artistic approach for the "Road to Never" collection
• Photographer Silken Weinberg captured desert scenes that blend Parisian fashion with American Southwest aesthetics

Ann Demeulemeester transported their Fall/Winter 2025 campaign to Ghost Ranch, the remote New Mexico desert where Georgia O'Keeffe lived and painted for decades. The location choice reflects creative director Stefano Gallici's continued interest in American cultural references.

Photographer Silken Weinberg documented the collection across the stark landscape. Weinberg, recognized for her ethereal portrait work including images of musician Ethel Cain, captured models moving through the desert terrain. The resulting images show figures against the same rock formations and expansive skies that O'Keeffe painted throughout her career.

The FW25 collection, titled "Road to Never", builds on Gallici's recent exploration of Western American themes. His team specifically chose Ghost Ranch to connect the fashion collection with O'Keeffe's artistic legacy and the geographic inspiration behind her work.

"Georgia O'Keeffe reduced everything to its essence", Gallici explains. "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."

The campaign images emphasize the relationship between garments and environment. Models appear as silhouettes against red rock formations and wide desert vistas. The photographs highlight how the collection's structured lines and neutral tones complement the natural geometry of the New Mexico landscape.

Ghost Ranch spans 21,000 acres in northern New Mexico. O'Keeffe first visited in 1929 and later purchased property there, using the location as her primary residence and studio from 1949 until her death in 1986. The ranch now operates as an education and retreat center while preserving O'Keeffe's former home and studio.

Gallici's design approach for FW25 focuses on essential forms and clean construction. The collection features tailored coats, structured dresses, and flowing fabrics in earth tones that echo the desert palette. Each piece demonstrates the minimalist aesthetic that defines both O'Keeffe's paintings and Ann Demeulemeester's fashion philosophy.

The campaign represents Gallici's third season as creative director since joining Ann Demeulemeester in 2023. His previous collections have drawn from various American cultural touchstones, including references to California's music scene and East Coast urban environments.

Weinberg's photography style suits the project's artistic aspirations. Her work often features soft focus and atmospheric lighting that creates dreamlike qualities in portraits and fashion images. For the Ghost Ranch shoot, she adapted this approach to capture the interplay between fashion and landscape.

The collaboration between fashion house and location extends beyond visual aesthetics. Gallici describes the experience of shooting at Ghost Ranch as transformative for understanding both the collection and O'Keeffe's artistic process.

"To bring the collection to New Mexico, the place that shaped her vision, felt like an honor", he notes. "The setting charged the clothes with something raw, but also very pure."

The campaign launch coincides with renewed interest in O'Keeffe's work and legacy. Major museums continue to feature her paintings in exhibitions, while her former residences attract visitors interested in understanding the connection between place and artistic creation.

Ann Demeulemeester's decision to photograph at Ghost Ranch reflects broader trends in fashion marketing that emphasize storytelling and cultural connections. Brands increasingly seek locations and partnerships that add narrative depth to their collections beyond traditional studio photography.

The FW25 campaign images will appear in fashion publications and digital platforms throughout the fall season. The collection becomes available in Ann Demeulemeester boutiques and select retailers starting in August 2025.