Ann Demeulemeester Unveils A Visual Journey For The AW25 Collection "Road to Never"

Ann Demeulemeester unveils a visual journey for the AW25 Collection “Road to Never” by Stefano Gallici, photographed by Silken Weinberg in Ghost Ranch, near Santa Fe, New Mexico.

A place of myth and solitude, Ghost Ranch was once the home and creative sanctuary of American modernist painter Georgia O’Keeffe, whose singular vision informed the collection. The vast ochre mesas, raw desert light, and sculptural adobe architecture—scenes immortalised in O’Keeffe’s work—become a living backdrop to Gallici’s silhouettes, where softness and severity, fragility and strength coexist.

The AW25 collection translates O’Keeffe’s painterly sensibility into a tactile, wearable language: elongated suits in brushed wools, diaphanous layers that catch the wind, and stark tailoring softened by organic drape. A palette of muted bone, charcoal, and sun-baked earth echoes the chromatic restraint of O’Keeffe’s canvases, while accessories reference the sculptural minimalism of the desert’s natural forms.

Photographer Silken Weinberg, celebrated for her idiosyncratic visual narratives—including her intimate, atmospheric portraits of musician Ethel Cain—brings an emotional intensity to the project. Her lens captures the models as spectral figures moving through an almost surreal terrain, dissolving the boundary between wearer and landscape.

“Georgia O’Keeffe reduced everything to its essence. 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.”

The Ann Demeulemeester AW25 new imagery continues the house’s tradition of merging fashion with art, literature, and the landscapes of the imagination.