LONDON — Iris Law is the face of British fashion label Knwls‘ fall 2025 campaign.
The campaign images feature a variety of textures from the brand’s fall 2025 collection, which is called “Baby.” Law wears a mid-length fur coat with a dress and a pair of trainers in one image, while in another she’s standing inside a house wearing a two-piece leather set with big fur lapels.
“We had been discussing shooting something with Iris for a long time. She has a strong connection to her community, and we felt like it was important to use someone in this shoot who wears Knwls and has connected with the brand for a long time,” said Charlotte Knowles, cofounder of the brand with Alexandre Arsenault.
Iris Law for Knwls.
The design duo were inspired by members of the fashion industry. On their mood boards they had individuals wearing kitsch outfits that were balanced with chic, modern silhouettes.
“We liked the idea of taking some of those kitsch-y materials, comfy silhouettes and other pop culture ideas and reframing them in a Knwls modern way,” Arsenault said.
In the last few years Knwls has become a brand synonymous with young celebrities, from Bella Hadid to Dua Lipa.
The brand presents annually in September, usually during London Fashion Week.
Iris Law for Knwls.
“I think it’s a fluid format for us — we’ve been putting a lot of effort into the fall 2025 collection, but we felt like focusing our budget on content coming out through the season with the current socioeconomic climate was probably a safer bet,” Knowles said.
Arsenault added that the brand has big plans for September and “a lot of projects on the go, so we just made a business decision to not stretch ourselves too thin and focus on those projects and the upcoming spring 2026 show.”
