^ I think it's because Mikael Jansson and Karl Templer came on board in the last year or two IIRC, which would also explain Querelle's appearance here.
I love Mikael's simple studio shots but something about this campaign so far seems more Baron, than Jansson-ish. I think I preferred the 'Native Americans on the beach' vibe of S/S 2012, but this might grow on me.