'80s and '60s Summer Fashion Excellence Questioned by EmRata: She Sets a New Standard for Cool Summer Style
British fashion brand Kurt Geiger has unveiled its High Summer 2025 campaign, drawing inspiration from the laid-back spirit of classic Americana. The brand channels this easy-going charm with a transatlantic twist, taking its latest story to the sun-soaked desert backdrop of Palm Springs. Fronting the campaign is American model Emily Ratajkowski, who emanates her signature allure amongst the golden glow of the Californian setting.
The collection that resulted from this creative vision exudes a vibrant homage to vintage Americana. Rainbow fringe, rich suede, and boldly printed denim bags create an air of nostalgia, reminiscent of a Technicolor wardrobe from the '70s. Playful bag charms, towering platform heels, and the brand's signature flair contribute to a joyful reinterpretation of mid-century cool.
During our conversation with Ratajkowski, a longtime muse of the brand, we delved into her favorite pieces from the collection, the spirit behind the campaign, and the vintage fashion she'll be bringing on her summer road trip. Growing up in San Diego, she shared that driving out to the desert was a frequent part of her adolescence, making the Kurt Geiger shoot a chic, adult version of those trips down memory lane. If she could only choose one item to bring along on a cross-country summer road trip, she expressed her fondness for the towering platform heels, valuing their fabulous and fun femininity.
When it comes to wearing bold, statement pieces like sequins, fringe, and bright prints, Ratajkowski offered some advice: a classic Coco Chanel approach of taking one thing off before leaving the house can help avoid an over-the-top look. However, she encouraged hearty embracement of summer fashion, advocating for Kurt Geiger's motto of going for it.
Embracing life's adventures and taking fashion risks are sentiments Ratajkowski feels the brand encourages. As for her dream road trip inspired by the KG campaign, she expressed her longing to go on a cross-country trip and visit the Valle de Guadalupe in Mexico, a beautiful wine country known for its amazing food.
Shop the collection, which includes the Islington Sneaker, Small Bond Hobo Bag, Large Chelsea Drench Soft Hobo, Medium Kensington Stud Bag, Orson Cross Scallop Sandal, Mini Kensington Bag, Extra Small Bond Top Handle Bag, and Tassel Beads Charm. For more retro summer trends, explore the Essential Triangle Bandana from Free People, the Draped-Sleeve Silk Top from Chloé, the Eliza Earrings from JUJU VERA, The Elvie sunglasses from Jimmy Fairly, the Exclusive Riviera Petra Tasseled Sterling Silver Necklace from Juju Vera, and the Fringe Out Vegan Suede Jacket from We the Free.
As Associate Features Editor at our platform, Ana Escalante covers fashion and culture with sharp insight and unapologetic commentary. She earned her journalism degree from the University of Florida in 2021 and has covered Copenhagen Fashion Week, Roe v. Wade protests, and more. To discover more in the world of summer fashion, check out the latest articles on “Summer Basics Haul: 30 New Arrivals From COS, Levi's, Free People, and More,” “According to Celebrity Manicurists (and Hailey Bieber), 'Soft Serve' Nails Are Taking Over Summer 2025,” and more.
The High Summer 2025 collection by Kurt Geiger, inspired by the laid-back Americana spirit, showcases a vibrant ode to vintage fashion, featuring rainbow fringe, denim bags, and towering platform heels. Emily Ratajkowski, the brand's muse and campaign face, shares her affinity for the towering heels for a summer road trip, embodying the brand's ethos of embracing life's adventures and fashion risks.
In her dream road trip inspired by the KG campaign, Ratajkowski expresses a desire to visit the Valle de Guadalupe in Mexico, a beautiful wine country known for its delectable food and wine, further illustrating her love for traveling and immersing herself in different lifestyles and cultures, including fashion, food, and home decor (home-and-garden), as evidenced by the fashion week events she covers and the suggested retail items such as the Essential Triangle Bandana from Free People, Chloé's Draped-Sleeve Silk Top, and the Fringe Out Vegan Suede Jacket from We the Free.
