Erin Wasson Stars in Buck Mason's Laid-Back California Spring Campaign

Buck Mason built its Venice, California reputation on a deceptively simple premise: that well-made American basics, worn without overthinking, constitute a wardrobe philosophy all their own. The brand's spring campaign, starring model and creative partner Erin Wasson and photographed by Annemarieke van Drimmelen along the Los Angeles coastline, makes that case more persuasively than any product shot could.

This was Wasson's second campaign for the brand, and her role as creative partner, alongside her credentials as a model, actress, stylist, and jewelry designer, gives the collaboration a different weight than a standard model booking. The resulting imagery captured what Buck Mason calls a laid-back yet refined aesthetic rooted in classic American workwear, vintage military references, and menswear-inspired staples worn softly and without effort.

The workwear vocabulary is coastal and calibrated. Crisp whites anchor the wardrobe, the kind of shirts that read as polished from a distance and completely unbothered up close, their weight substantial enough to hold a collar without starch. Denim provides the structural through-line, worn in the relaxed proportions that have defined California dressing since the postwar era. Canvas outerwear and military-inflected details add a layer of utility without tipping into costume. These are the pieces that survive a modern casual office precisely because they don't announce themselves: a canvas jacket over a crisp white shirt with well-worn denim reads as considered dressing, not an outfit assembled from a mood board.

The formula works because Buck Mason treats menswear architecture as a starting point rather than a constraint. Military and workwear references are softened through proportion and ease, making a construction-weight silhouette feel appropriate for a contemporary open-plan office or a weekend meeting. That pivot from jobsite utility to quiet polish is the brand's central argument, and it lands most convincingly when the pieces themselves do the heavy lifting.

Cofounder Erik Ford credited both artists with executing that vision precisely. "Her work, and her understanding of our brand have been exquisite," Ford said. "The two artists together, along with our phenomenal team, have really captured our vision of timeless California and the West."

Wasson framed the campaign's emotional core in decidedly personal terms. "This season I wanted to imbue a feeling of choosing to get lost, choosing isolation and self-discovery over what is normally embedded in me, which is community," she said. "The feeling of letting go, driving into the unknown to find something new. Disconnecting from comfort to find a deeper well within. Calling back quiet meaning." Of van Drimmelen, she added that the photographer "could not have been a more beautiful conduit to allow these feelings to be present, powerful and peaceful."

The campaign runs across social media and Buck Mason's website. The combination of Wasson's deep brand fluency and van Drimmelen's lens produces something rarer than a well-styled shoot: a clear articulation of why American workwear, stripped of nostalgia's costume quality and re-proportioned for the present, still holds up as a genuine wardrobe position rather than a retro exercise.