For 2025, Blumarine reimagines its visual language with a campaign that strips away excess and leans into intimacy—delivering a powerful statement through restraint. Under the creative direction of David Koma, this latest eyewear offering departs from the brand’s historically maximalist codes, embracing a sensibility that is soft, sensual, and deeply focused.

Captured by Lucrezia Ganazzoli, the campaign stars Valerie Scherzinger in a series of close, emotive frames where vulnerability and self-possession coalesce. Scherzinger’s presence—wet-skinned, minimally styled, and achingly unfiltered—anchors the narrative. Her gaze is a study in tension: somewhere between dreamscape and defiance. Makeup by Giulia Cigarini and hair by Massimo Gamba complete the raw aesthetic, enhancing the campaign’s lived-in elegance.

Set against an austere backdrop and styled in barely-there layers—cotton camisoles, sheer tees, micro silhouettes—the visuals draw attention to the eyewear itself. From oversized acetate frames to crystal-embellished lenses and razor-sharp cat-eyes, each piece holds its own, exuding quiet drama without competing for attention.

Blumarine’s 2025 Eyewear campaign is not just a visual pivot, but an emotional one. It evokes early-aughts editorial minimalism while feeling entirely of the present. Where once there was spectacle, now there is stillness. In choosing suggestion over statement, Koma invites us to linger longer.

This is Blumarine in a new light: stripped back, slowed down, and more seductive than ever—not through ornamentation, but through intentional absence. The kind of allure that whispers, not shouts.