Meet the Next Era of ICON

The ICON New Generation Pre-Fall 25 campaign belongs to now. Shot with a ripped-from-the-moodboard energy, it stars next-gen power duo Bach Buquen and Dolma Lisa, two names already rewriting the rules of cool.

Think oversized puffers, monster cargos, and the kind of layered textures that scream off-duty but still kill the feed. Bach moves like a storm in military fango; Dolma flips between slick denim and cocooned puffers with that untouchable Gen-Z confidence.

The vibe? Street-ready, future-proof, and made to break the algorithm.