Starring supermodel Yasmin Wijnaldum, Arakii’s latest campaign is a stunning study of creativity

According to Arakii creative director Hanna Schönberg, the brand’s latest campaign “strips Arakii down to its core”. Starring dutch supermodel Yasmin Wijnaldum and shot at the cinematic Mies van der Rohe Pavilion in Barcelona, the Swedish brand’s spring/summer 2025 campaign is an abstract study of sleek, architectural lines – both within the meticulously realised garments, and the extraordinary setting. The film epitomises the “runway for everyday” ethos that has been at the heart of Arakii since its inception.

Unfolding over four parts and dubbed “Four Chapters of Creativity”, the campaign reflects the creative cornerstones that spark Arakii itself: Risk, Curiosity, Absorb, and Resilience. “If you look closely, each chapter includes subtle, hidden messages that reflect its theme,” says Schönberg. “I love working with creative concepts like this, using abstract storytelling to express what we’re actually living and doing every day.” The “Curiosity” chapter, for instance, finds Yasmin exploring the space, actively seeking out inspiration. “Resilience”, meanwhile, finds the model enduring a relentless wave of water.

Though the campaign is high-concept, the garments are, as ever, stunningly minimal and to-the-point, oscillating between fluid femininity and sharp lines that mean business. “I wanted to capture a feminine office aesthetic with a romantic edge; I always aim to create a mix of pieces that feel like they could come straight from the runway, yet remain wearable,” says Schönberg. "It’s about balancing minimalistic essentials with unique details. I’ve always loved that!”

Far on the feminine side, one finds a floor-sweeping off-white knit gown with asymmetric cutouts, met with a matching knit headscarf for a scene-stealing look. Elsewhere, teeny tiny herringbone wool shorts are paired with a drop-shouldered, wide-lapelled blazer. Worn with a shirt and tie, the look is a runway interpretation of office attire; an Arakii expression if there ever was one.

Yasmin, meanwhile, was the perfect muse for the moment. “Yasmin has been on our radar for a long time as she’s huge in the industry, and as she really aligns with Arakii and the vision for this campaign,” says Schönberg. Though the shoot day itself was stressful – every moment was carefully accounted for in order to bring the complex vision to life – working with a seasoned pro made things as effortless as the covetable looks. “Yasmin was amazing. It was great to direct her as she’s so talented, and she can really walk, move, and express feelings in a way not many models can do. She’s one of a kind,” says Schönberg. This was especially true when it came time to film the “Resilience” scene, shot in 11 degree weather, with freezing cold water coming at her. “She still kept it together and acted so natural even though she was obviously freezing,” says Schönberg. “A true professional!”