Ad Campaigns
Chloë Sevigny stars in Ecco’s ‘Icons That Last’ campaign for Ss 2025 collection
MUMBAI: Ecco, has announced Chloë Sevigny as the face of its new Spring/Summer 2025 campaign, ‘Icons That Last’. A trailblazer in fashion, film, and culture, Sevigny embodies the essence of the collection, which is all about timeless style and enduring design.
Empowered, fearless, and unapologetically original, Sevigny has carved a career on her ability to defy trends and set new ones. Her unique approach mirrors Ecco’s philosophy of creating designs that stand the test of time, combining uncompromising comfort with effortless style.
The campaign, shot by renowned photographer Brianna Capozzi at a striking brutalist villa in Los Angeles, features Sevigny showcasing the collection’s standout pieces. From the athletic Ecco Biom C-Trail sneakers to the sculptural Ecco Sculpted Alba sandals, and the sleek Ecco Pot bag, Sevigny redefines the brand’s latest icons with her signature edge.
The campaign also sees Sevigny debuting a fresh evolution of the Ecco Biom C-Trail ballerinas, created in collaboration with long-term creative partner, Natacha Ramsay-Levi. Sevigny has been spotted wearing these off-duty in New York, further proving that true icons are lived in, not just seen.
The collection also introduces the bold Ecco Sculpted Alba 65 sandals, featuring Ecco’s revolutionary Fluidform Direct Pu injection technology for comfort and movement. Other key pieces include the elegant Ecco Margot ballet pumps and a range of functional yet chic bags, including the versatile Ecco Pinch crossbody and a modern take on the classic Hobo.
With designs crafted for women who move, create, and lead with purpose, Ecco’s Ss 2025 collection celebrates women who set their own pace. In ‘Icons That Last’, Sevigny doesn’t just wear Ecco; she owns it.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
