November 12, 2025 |
Santa Claus is coming to town, which means you’d best be on your best behaviour – keep the mulled wine to a minimum if you may… or don’t, because what are the holidays if not for a little liquid courage to keep the conversation flowing. The Christmas lights are shining, the champagne bottles are popping and our wish lists are starting to stretch off the page; Santa, baby, we want all the luxury gifts and we want them wrapped in crimson ribbon. The best gift of all? Fashion’s festive campaigns. From Burberry’s family affair to Louis Vuitton’s love story unfolding under the northern lights, here we roundup the most swoon-worthy spectacles of the season.
Burberry
’Twas the month before Christmas when, anything but plain, Burberry unveiled its 2025 holiday campaign. A joyous celebration of the festive season with gifting options for all, the advertorial, aptly titled ’Twas The Knight Before’ calls upon national treasure Jennifer Saunders to host an imaginary Christmas Eve dinner for family and friends – the likes of whom include Naomi Campbell, Ncuti Gatwa, Rosie Huntington-Whiteley and Son Heung-Min. Directed by acclaimed filmmaker John Madden, each dinner guest arrives bearing Burberry gifts as the story unfolds with Saunders setting the table between arrivals. Part way through, there’s an impromptu doorstep performance from a family of carollers. With all the attendees donning this season’s outerwear, bags, cashmere scarves and soft accessories, Madden imagines a portrait of perfect Christmas – chaos, cookies and all. Children’s wear and fragrance completes the offering, ensuring there’s a little bit of Burberry magic on offer for everyone. “It’s a party invitation for family and friends,” says chief creative officer Daniel Lee, “with some great ideas for gifts.”
photography by Angelo Pennetta
De Beers
Jingle jewels, jingle jewels. De Beers is celebrating the holiday season in glittering style with a campaign fronted by the radiant Adwoa Aboah – the kind of woman who can make a diamond look shy. It’s all about connection this year: not just between people, but between light and stone, past and present. Adwoa drips in Enchanted Lotus and Talisman pieces – talismans of luck, love and legacy, shot with enough warmth to thaw a December morning. The House leans into its origin story, reminding us these stones are born from Earth’s wildest forces and polished into modern heirlooms with London cool. There’s symbolism, sure – eternity, protection, transformation – but mostly it’s about the thrill of catching your reflection in a shop window and thinking, yes, that sparkle’s mine. Forget mistletoe: a De Beers box is the season’s true invitation to connect.
DKNY
New York City at Christmas. It’s glitter on the pavement, steam rising from subway grates, and someone hailing a cab in sequins at 2 a.m. It’s also the backdrop of DKNY’s holiday 2025 campaign, starring Hailey Bieber – the patron saint of looking unbothered in minus five. The collection nails that downtown magic: metallic-lapeled tailoring, plush faux-fur coats, shoulder bags with just-enough swagger. Shot in a stripped-back industrial space, it’s the city’s chaos distilled – steel, light and a whisper of glitter. Hailey moves through it like she owns the borough, blurring the lines between after-hours and office hours. DKNY doesn’t trade in fantasy; it deals in reality turned cinematic – a coffee-run coat that doubles as party armour. It’s New York in clothing form: fast, fearless and somehow still romantic.
Dolce & Gabbana
Through Gordon von Steiner’s lens, the 2025 Dolce & Gabbana campaign comes to life as a hyperreal, glitter-inflected reverie of the brand’s best eveningwear. Think diamanté slip dresses and tuxedos that mean business – all against a stark white backdrop bringing the hush of snowfall to mind. It’s part fantasy, part fever dream; the kind of glamour that doesn’t take itself too seriously but definitely knows its angles. The models – Mariacarla Boscono, Lulu Tenney, Victoria Fawole, Hedi Ben Tekaya and Mathieu Simoneau – move like they’ve been caught mid-celebration, half champagne, half choreography, their reflections flickering across mirrored floors. It’s festive, but make it Italian.
photography by Gordon Von Steiner
Church’s
What would the holidays be without a good pair of shoes? Preferably the kind you can slip off under a table after one too many brandies. Church’s, the grand British shoemaker backed by Prada Group, celebrates the season with a tongue-in-cheek tale of three friends making merry in Northamptonshire’s finest footwear. Shot by Phil Poynter, the campaign is pure British theatre: Oxfords by the fire, Mary Janes in the stables, slippers for when the carols get too enthusiastic. Every frame is a love letter to craftsmanship – polished leather, patina, the quiet flex of heritage. There’s even a touch of debauchery among the candlelight and croquet lawns. The message? You can’t have Christmas spirit without sole.
photography by Phil Poynter
Loewe
Lensed by Carlijn Jacobs, Loewe’s 2025 holiday campaign goes full technicolour with the SS26 pre-collection – a riot of craft, cats and chaos. Inspired by British artist Louis Wain’s eccentric felines, the pieces turn surrealism into streetwear: intarsia kittens on Flamenco clutches, cubist paws stitched into leather. It’s humour, high craft and holiday sparkle all at once. The Loewe universe remains as knowingly odd as ever – glossy balloon-sleeved bikers, sculptural pumps and enough metallic knitwear to start a disco. It’s festive dressing for people who’d rather wink than twinkle, or perhaps do both.
photography by Carlijn Jacobs
Louis Vuitton
The festive season is a fabulous time to travel (weather and seasonal prices permitting), and Louis Vuitton – a house whose heritage stems from the art of travel – knows this. Le Voyage des Lumières is a cinematic odyssey through Parisian skies, where lanterns drift over rooftops and Capucines glint in the glow. Directed by Jonas Lindstroem, the campaign takes the maison’s obsession with movement – both literal and emotional – to luminous new heights. There are Speedys and Side Trunks, perfumes and backgammon games by frozen lakes, all stitched together with that ineffable Vuitton polish and all under the northern lights. It’s a festive love letter to travel, light and a perfectly packed trunk.
photography by Jonas Lindstroem
Dior Beauty
Ladies and gentlemen, boys and girls… step right up, step right up. It’s the greatest show on earth, and it’s cosigned by Dior. This Christmas, the French house unveils its Circus of Dreams – a glittering big top of beauty starring Anya Taylor-Joy as ringleader and Deva Cassel as its crystal-ball muse. Under Peter Philips’ direction, makeup becomes spectacle: plum lips, stardust eyes and enough highlighter to rival the footlights. Fire-eaters, contortionists and jugglers swirl around Dior’s icons – Miss Dior, J’adore, Sauvage – in a kaleidoscope of scent and sparkle. It’s theatre, luxury and a little bit of mischief – exactly as Dior intended.
Tiffany & Co.
Santa, baby, this Christmas we want Tiffany & Co. And apparently, so does Anya Taylor-Joy. The actor stars in Love Is a Gift, a cinematic campaign that turns the Tiffany Blue Box into a passport of emotion – love in all its forms, ribbon-bound and perfectly lit. Directed by Jonas Lindstroem, the film follows Taylor-Joy from New York to Tokyo and back, tracing the universal ritual of gift-giving (and receiving). HardWear, Lock, T and Knot shimmer in the frame, proving that romance still looks best in sterling silver. The closing scene – snow falling on Fifth Avenue, ribbon trailing behind – seals the sentiment: love, actually, is Tiffany.
Top image: photography by Angelo Pennetta courtesy of Burberry.
