Moss signals a fresh approach to everyday dressing: effortless, grounded, quietly confident. At the heart of the campaign is model, writer and style curator Jason Jules, whose understated authority and personal connection to the brand bring the season’s story to life.
Jules first met the Moss team over breakfast a while ago. “I’ve always been interested in the brand for as long as I can remember,” he says. Returning for AW25 felt like stepping back into good company. “The clothes I got to wear would be at home in my wardrobe, or rather, I’d be at home in theirs. I had this feeling we were doing something special, if only because it felt like fun, like I was working with an A-team.”
The collection is a lesson in ease: soft constructions in casual jackets, knitwear, trousers and tailoring that loosen winter’s stiffness; moleskin and cord reimagined in jackets and overshirts for commutes, morning coffees and conversations that carry on. Chunky knits, cashmere crew neck jumpers and soft merinos layer effortlessly, whether on a country ramble or gathered around a Sunday roast.
Layering, Jules says, is about being ready for all eventualities. Growing up without separate summer and winter wardrobes taught him to rely on “core pieces everyone has, then play with them and make them your own.” The trousers in the collection reflect that philosophy, with pleats set at a slightly higher waist and a variety of leg widths. “There’s this idea you have to wear one silhouette at a time, slim, wide, cropped, but I don’t subscribe to that. You wear what fits you in that moment, that day.”
Layering may be the foundation, but Moss knows when to step up. As temperatures drop, outerwear takes on a more central role, from utility overshirts to the Epsom coat – a double breasted design with generous lapels, a loop belt at the back and flat pockets at the side which Jules calls, “the epitome of luxury.” For him, it captures “everything about the collection” – the craft, the confidence, the quiet elegance.
Gabriella Brick, Head of Design, adds: “AW25 is built on quality, comfort and fabric integrity, from alpaca blends to moleskin, the pieces have been designed to the very last detail, to last beyond a season.”
For Jules, his confidence comes from not overthinking. “I’m not trying to make an impression on anyone. I did when I was a kid, and I failed miserably. Now it’s about pleasure, enjoying clothes for what they are. If I feel great, it doesn’t really matter what anybody says.” Robbi Hicks, Head of Creative: “We’re showing our customer how to make an entrance without the effort,” Hicks says. “Subtle moves – a knit wrapped over the shoulders, a hank tucked into a jacket pocket – that show intention in your style without feeling overstated.”
The assured presence of Jason Jules invites men to reset their wardrobe for the season ahead, with pieces made to live in, designed for days out, nights in, and weekends well spent. This season, Jules and Moss are there for advice in every layer, from the style lessons woven through their latest shoot to the expertise waiting in store. Because the best company is always good company.