POWER SUITS HER: Amelia Gray will see you in her office now.

For Ludovic de Saint Sernin, if there’s anyone that can walk the tightrope between corporate severity and seductive hedonism that underpins his fall 2025 collection, it’s the face of his label’s campaign breaking Monday.

“It was very evident that Amelia was the perfect muse for this season, because she can model like nobody else, and she’s really versatile, she has a very defining look,” he said. “But at the same time, she’s a chameleon and she can represent so many different things — and will pretty much sell you anything.”

What the model, along with fellow models Alejo Humanes and Lewis Gillooley, is telegraphing for the French designer is “a very strong woman that’s can take on anything and she’s playing with the boys — the boys are playing together,” he said.

He name-checks as influences Helmut Newton’s commanding heroines but also the “powerful energy” exuded in Madonna’s “Die Another Day” music video.

Gray embodies the idea of “power dressing that reveals its subversive core in latex, leather, and shirting” while Humanes and Gillooley oscillate between “eager subordinates and dangerous accomplices,” as the brand put it.

And read what you will in the dynamics between the three. Leaving room for the viewer to fantasize about what is really going on behind the scenes is what de Saint Sernin wanted.

Further reinforcing the ambiguity offered by near-kisses and unclear power structures is imagery captured “almost like stills from a music video,” according to the designer.

To telegraph the cinematic mood of his campaign, an emerging undercurrent in fall imagery, de Saint Sernin called on cinematographer and photographer Stuart Winecoff while art direction was handed to Lolita Jacobs and Jean-Baptiste Talbourdet.

The campaign breaks Monday on the French brand’s digital channels.