Bringing AG's Summer Collection to life began with a vision of ease and tranquility—made for your moments of escape and the summer days that unfold without effort. Imagined in breathable linen, grounding denim, and soft silk, the collection blends movement with quiet elegance. But to truly capture its essence, our photo team looked beyond the studio to Baja California—a destination that feels both faraway and familiar to many Californians.
"Seeing the clothing in a controlled environment (like the Design Lab) is one thing. Seeing it 'in the wild' during our shoot gave a whole new feeling to the collection that inspired us to deliver these assets," says Sam Balatbat, AG's Photo Studio Manager.
Baja is a land of cinematic coastlines, sunbaked silence, and natural rhythm—more than a destination, it's a feeling. "From the moment we previewed the collection, we knew Baja was the only place that could bring it to life," said Isaac Sterling, AG's Photo Art Director. It's a place where you can picture yourself stepping into summer with a sense of lightness.
"The location coalesced with the collection in a way
that left us more inspired than in past seasons.
It was great to be there, to feel everything come together."
Sam Balatbat, Photo Studio Manager
"I really enjoyed the wildlife we were able to experience. It was whale season, and while we were shooting, we saw whales jumping and playing. It was magical! Plus, we had the cutest family of donkeys make an appearance."
Ashley Catuzzi, In-house Stylist
Nestled into the hillside of Punta Gorda and overlooking the Sea of Cortez, Casa Sonoma served as the stunning setting for our Summer Campaign shoot. This beachside home blends seamlessly into the surrounding landscape, with windows that reflect the turquoise sea and architecture that mirrors the terrain. Surrounded by nature’s calm, it offered the perfect backdrop for capturing the collection’s relaxed energy and refined style.
"The location felt really authentic to the collection and its color palette," said Ashley.
"The intention behind this collection showcases the hard work from our design team. I'm incredibly proud of how the entire team brought it to life - one that reflects the beauty the collection rightly deserves," said Sam.
Being immersed in the landscape brought a new perspective—not just to the shoot, but to the clothes. After days on set, styling looks and watching them in motion, AG’s In-House Stylist Ashley Catuzzi shares what it was like on the ground.
"There was an extra layer of organization needed when traveling for a shoot, especially when traveling to another country. I had a great team of styling assistants supporting me, and that made all the difference. For this campaign, we aimed to capture the ease and freedom that comes with beachside vacations. Each look from the Summer Collection is styled to reflect that sense of relaxed sophistication and effortless style."
This is Baja through our lens. But the story truly comes alive when you live in it. As the sun bid farewell, we captured more than a campaign—we captured an essence, a feeling that stays with you all summer long and beyond. It reflects what AG has always stood for: California at its core, timeless in its approach, and ready for wherever the season takes you.
Shop Summer '25 Collection
