Malone Souliers has unveiled its Winter 2025 campaign, offering a striking visual narrative of urban sophistication through the lens of acclaimed street style photographer Tommy Ton.
Set across iconic New York City neighbourhoods, the campaign captures a modern woman navigating the city with style and poise.
The campaign takes viewers on a journey from the vibrant energy of Chelsea to the more serene streets of the Upper East Side. Each image highlights the synergy between the subject’s movement and fashion, with Ton’s photography framing the protagonist as the heroine of her everyday life. The creative direction blends cinematic storytelling with a raw, authentic edge, presenting a contemporary interpretation of the classic femme fatale.
The Autumn/Winter 2025 collection plays on familiar motifs with fresh perspective. The designs draw heavily on rich textures and sculptural forms, bringing together bold contrasts and intricate detailing. Key materials include crystal floral embellishments, glossy patent lace, brown suede and leopard-print calf hair, evoking a refined sense of luxury suitable for both day and evening wear.
Among the standout pieces is the Bettina pump, a modern evolution of Malone Souliers’ hallmark curved silhouette. This style features a diagonal strap and sculpted block heel. The Nomi sandal reinvents the T-bar design in velvet and satin, finished with a pearl-embellished buckle and peep toe. The Nolan boot takes inspiration from vintage fashion illustrations with its adjustable buckled straps. Elsewhere, the Moore slingback nods to Grace Kelly’s iconic wardrobe, adorned with crystal accents and flowing lines. The May clutch, a new addition for Autumn 2025, adds dramatic flair to the accessory line-up.
Co-Creative Directors Coco Fong and Valerio Bava emphasised the campaign’s focus on authenticity and urban dynamism. “We wanted this campaign to spotlight the dynamic reality of life in a big city, and New York felt like the perfect backdrop for this,” they said. “We thought instantly about working with Tommy Ton… because of his ability to capture the energy of a place and its people in every shot.”
The Winter 2025 collection is available at the Malone Souliers concession in Harrods, online via malonesouliers.com, Bloomingdales.ae, levelshoes.com, Farfetch.com and Ounass, as well as in-store in Qatar, Kuwait, the UAE, Saudi Arabia and more.
