Table of Contents
- First look at the Bündchen-Franchi duo
- Path to Collaboration – Careers and Values
- Behind the scenes of the Fall/Winter 2025 campaign
- What’s next? Impact and forecasts for fashion
On September 4, 2025, precisely at 2:30 PM, Elisabetta Franchi posted a photo with Gisele Bündchen on her Instagram. Within the next 24 hours, more than 47,000 posts with the hashtag #BündchenFranchi appeared on platform X. It was an avalanche no one saw coming.
First look at the Bündchen-Franchi duo
Sometimes I think the fashion world needs exactly these kinds of surprises. Gisele Bündchen – an icon who has defined beauty standards on runways around the globe for years.
Elisabetta Franchi – Italian designer whose style can make any woman feel like a red carpet star.
Why does this collaboration feel so significant right now, in 2025? Perhaps because both women represent more than just fashion. They are women unafraid to be themselves, who have changed the rules of the game in their industries.
I remember the first time I saw Franchi’s creations—it was something between elegance and rebellion. And Gisele? She simply redefined the meaning of the word ” supermodel “.
This is far from an ordinary advertising campaign. It’s a meeting of two worlds, two philosophies, two distinct approaches to femininity.
But do we really know the true story of how they met?
The path to collaboration – careers and values
Sometimes I wonder if certain collaborations were simply meant to happen. Because when you look at the career paths of Gisele Bündchen and Elisabetta Franchi, you see two lines that, over the years, seemed destined to meet at a single point.
Actually, you can arrange it chronologically and everything becomes clear:
| Gisele Bündchen | Elisabetta Franchi |
|---|---|
| 1999-2006: The era, building a global image | 2008: Brand founded, focus on Italian craftsmanship |
| 2009: First eco-friendly campaign with H&M | 2010: Global expansion, entry into international markets |
| 2015: End of runway career, beginning of environmental activism | 2015: Introduction of the sustainable fashion line |
| 2020: Publication of a book on sustainable lifestyle | 2020: Reaching 2,000,000+ followers on IG |
What strikes me about this story is how differently they approached the same goal. Bündchen started out in glamour, but quickly realized that her platform came with responsibility. I remember her statement from 2010 about how a model can be more than just a pretty face. And indeed—she began to promote yoga, meditation, and environmentalism.
Franchi, on the other hand, has focused on female empowerment from the very beginning, but in a different way. Her clothes were designed to instill confidence. It wasn’t about being the most beautiful, but about feeling your own worth. This is a slightly different philosophy than typical fashion brands, which focus mainly on appearance.
But it is precisely these differences that make their values complementary. Bündchen embodies wellness and environmental awareness – her Luz Alliance foundation has already supported over 40 environmental projects. Franchi focuses on craftsmanship and empowerment – her mentoring program for young designers has already reached 200 women across Italy.
The Elisabetta Franchi brand is now present in over 60 countries and has built a global community. This gave them the platform that Gisele’s previous projects lacked. She has always sought ways to connect fashion with something deeper. Her earlier choices—stepping away from fast fashion, collaborating only with brands with clear values—were all paving the way for this kind of partnership.
And so we’ve reached the moment where Brazilian zen meets Italian elegance in a campaign set to change the way we think about autumn-winter fashion.
Behind the scenes of the Fall/Winter 2025 campaign
The first shot from the Miami session – Gisele stands against a pastel sky, the wind gently lifting her hair, wearing that stunning ivory wool coat. This is how the Elisabetta Franchi fall-winter 2025 campaign began.
Luigi & Iango, the photographer duo who have already worked with the biggest brands, created true magic in Miami. The set design was thought out down to the smallest detail—concrete walls contrasted with tropical greenery, and the whole scene was meant to evoke that sense of freedom every woman dreams of. Elisabetta Franchi herself said she wanted to showcase the power of femininity without any artificiality.
The shoot lasted three days, and every shot was meticulously crafted. I remember watching the behind-the-scenes on Instagram—the atmosphere seemed really relaxed, even though everyone was definitely under pressure.
The key pieces from this collection are true gems:
- Virgin wool coats in nude and black – price from €650 to €800
- Asymmetric midi dresses with gold details – around €400
- Oversized blazers with signature buttons – €350
- Handbags made of saffiano leather with red accents – from €200 to €1,000
The whole look is kept in neutral palettes, but those gold and red accents really add character. Honestly, these prices aren’t nearly as high as I expected.
In Poland, we’ll be able to buy these items starting from September 2025. Mainly through Velpa.pl and Loretti.pl—both stores have already announced they’ll offer the full range. It’s pretty convenient, since you won’t have to search in different places.
“Miami vibes meets Italian elegance – this is what freedom looks like” – this was the post on X, which garnered 209,592 views during the launch week. People were genuinely waiting for this campaign.
This whole campaign shows just how much the fashion industry has changed. Now, authenticity and genuine emotions matter—not just pretty pictures.
What’s next? Impact and forecasts for fashion
Bündchen’s collaboration with the Franchi brand is more than just another campaign. It’s a sign that fashion is truly changing direction.
The economic impact of this collaboration could be truly significant. Sales are estimated to increase by 15-25%—no small sum in the world of luxury. Gisele still has the power to make people buy whatever she wears. And honestly, that doesn’t surprise me.
But this is about more than just money. We’re witnessing a revolution in how age is perceived in fashion. The “ageless beauty” trend is no longer just a marketing slogan. When a 45-year-old model becomes the face of a prestigious brand, it means the market has finally realized—women over forty represent tremendous purchasing power.
This changes everything. Young girls are no longer the only target of campaigns. Mature women have money, confidence, and know what they want. Brands have finally noticed this.
When it comes to material trends, there’s a lot happening here as well. Sustainable luxury fabrics are no longer a whim—they’re a necessity. By 2026, premium e-commerce is expected to account for up to 40% of luxury brand sales. The pandemic taught us this: people shop online, even for expensive items.
What does this mean for us, ordinary mortals? First of all – don’t fall for every campaign. Check if the brand truly supports what it claims. Secondly, invest in timeless classics instead of fleeting trends. And thirdly, remember that beauty has no expiration date.
It may sound cliché, but watching this collaboration gives me hope. At last, fashion is no longer pretending that all women are 20 years old and live only to buy more clothes.
Millena CI
lifestyle & fashion editor
High Class Fashion