Anne Klein is spotlighting the timeless power of real female friendship in its Fall/Winter 2025 campaign. The iconic American fashion brand Anne Klein is making a powerful statement about female friendship and empowerment with their latest Fall/Winter 2025 campaign, reuniting supermodel best friends Candice Swanepoel and Joan Smalls for a stunning celebration of authentic connection.
A Campaign Rooted in Authentic Friendship
In an industry often criticized for its superficiality, Anne Klein has chosen to highlight something refreshingly real: genuine friendship. The campaign features South African supermodel Candice Swanepoel and Puerto Rican model Joan Smalls as they grace the streets of New York City, bringing their real-life bond to the forefront of the brand’s messaging.
Jameel Spencer, Chief Marketing Officer, Fashion & Athletic Verticals at WHP Global, said: “For Fall Winter ’25, we wanted to tell a story about women celebrating women as it is deeply connected to the ethos of our brand. Partnering with Joan and Candice again was the perfect opportunity to tell that story authentically, given their real-life affection for one another. Both women exude strength, purpose, style, ambition, and beauty in a way that inspires women from all walks of life.”
Behind the Scenes: Creating Magic in NYC
The campaign was beautifully captured by photographer Matt Easton and director JP Micallef, with styling by Sandy Armeni. The creative team chose to shoot in the heart of New York City, the very city that Anne Klein herself called home, creating imagery and videos that feel both effortlessly authentic and unapologetically modern.
From Fifth Avenue to the Met stairs, to Central Park’s iconic Bethesda Terrace, the resulting visuals showcase the dynamic duo against some of NYC’s most recognizable backdrops, perfectly capturing the essence of urban sophistication that Anne Klein represents.
The Models Share Their Bond
What makes this campaign truly special is the genuine friendship between the two supermodels. Joan Smalls said: “Being a part of the Anne Klein campaign for the second time is incredibly special to me – and doing it alongside my best friend, Candice, makes it even more meaningful.”
The friendship between the two models has an endearing origin story that adds authenticity to their on-screen chemistry. Candice Swanepoel playfully said, “Joan made the first move! I’m always friendly, but it takes a lot to warm me up to people.” Joan Smalls added with a smile, saying, “She won my heart when I saw that she could dance.”
This genuine connection translates beautifully into the campaign imagery, where their natural rapport shines through every shot.
A Collection for the Modern Woman
The Fall 2025 campaign presents modern staples designed for every woman’s wardrobe, featuring tailored separates, statement dresses, essential handbags, shoes, jewelry, and watches. The collection reflects Anne Klein’s commitment to serving working women around the world with classic American style while empowering them to make positive change.
The brand’s philosophy, rooted in founder Anne Klein’s own words, continues to resonate. Anne Klein said, “Clothes won’t change the world. The women who wear them will.”
This message is perfectly embodied by Swanepoel and Smalls, both of whom have expanded their careers beyond modeling into entrepreneurship, media, and philanthropy.
Strategic Campaign Launch
The campaign is set to debut in the September issue of Harper’s Bazaar, followed by spreads in other leading fashion publications. This strategic placement fits Anne Klein’s editorial vision while ensuring prime visibility during the crucial fall shopping season.
Fashion enthusiasts can explore and shop Anne Klein’s new Fall 2025 collection directly at AnneKlein.com, with additional availability in-store at Macy’s and online at Macys.com.
More Than Just Fashion
This campaign delivers more than beautiful clothing and stunning visuals. It celebrates women who balance careers and personal missions with elegance and who lift each other up along the way. By choosing to feature genuine friendship instead of staged chemistry, Anne Klein creates something that feels both aspirational and attainable.
The brand continues to serve women who make an impact on the world, with products sold in nearly 100 countries. Through campaigns like this one, Anne Klein shows its commitment to being equal parts style and influence, offering timeless fashion while supporting the causes and communities women care about.
In a time when authenticity in marketing is more valued than ever, Anne Klein’s Fall 2025 campaign proves the power of celebrating the real connections that exist between women who share ambition, style, and purpose. The friendship between Candice Swanepoel and Joan Smalls is the perfect example of the brand’s enduring belief: the women who wear Anne Klein are the ones driving real change in the world.
