December 1, 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.
directed by Jonas Lindstroem
Bvlgari
Hold your loved ones close and your Bvlgari jewels closer. This Christmas the Italian house is celebrating the familial, friendly and romantic connections that make the season special, one sparkle at a time. Under a Roman night sky, Bvlgari’s world comes alive with a constellation of light, laughter and very good taste. Shot by Bruno + Nico, the joyful campaign gathers a radiant cast including Jasmine Tookes, Kit Price and Jihoon Kim amongst others, each dripping in Bvlgari’s Serpenti, Divas’ Dream, B.zero1, Bvlgari Tubogas, Bvlgari Bvlgari and Bvlgari Cabochon collections. The Fireworks collection bring bags to the table, shimmering with thousands of hand-set crystals and designed to outshine your Christmas decorations. There’s fragrance too, and even a seven-day Allegra Countdown Calendar beginning on December 25 for those who think one day of gifts isn’t nearly enough. Keep the gifting going and the conversation flowing.
photography by Bruno + Nico
McQueen
The lights are low and twinkling. The champagne is fizzing and hips are swivelling. This Christmas, McQueen is the life of the party. Shot by Sam Khoury inside Eltham Palace – a 1930s Art Deco mansion located in London – the British fashion house lets its decadent side out to play. Crystal-studded Knuckle Clutches gleam under chandeliers, lace dresses flash like stained glass and tuxedo tailoring slips between opulence and abandon. It’s formality unbuttoned: asymmetric tartan, anatomical lace and skin-baring knits that sparkle with intent. Shoes shimmer, pearls grin beside skulls and the Manta bag returns as a smashed-chandelier masterpiece. There’s elegance, yes, but also edge – that knowing McQueen contradiction. Come midnight, it’s less “polite soirée,” more “beautiful chaos.”
photography by Sam Khoury
Miu Miu
Miu Miu wants you to have yourself a merry little Christmas this year, but it wants you to do it with an air of shattered splendour. Shot by Angela Hill, the 2025 holiday campaign follows Gigi Hadid, Dede Mansro, Viola Sharp and Ju Xiaowen as they converge on a crumbling Elizabethan manor in the British countryside – a place so haunted by history it practically hums. Filmed on Super 8, it’s all textured nostalgia: glitter against stone, satin against scarred brick. The girls explore like stylish ghosts in ultra-feminine duchesse satin and patchwork shearling, their sparkle softly rebellious against the grand decay. There’s a lived-in glamour here – sequins scuffed, frocks crinkled, red Wander bags tossed on antique furniture. It’s a collision of eras and attitudes: prim meets playful, elegance meets irreverence. The message? Christmas looks better when a little undone – and preferably shot on film.
photography by Angela Hill
Guess Jeans
Bundle up in Guess Jeans everyday essentials this festive season, where holiday warmth gets a modern, slightly mischievous twist. Think guitars propped beside a riot of tartan-wrapped presents, knitwear that slouches just so and denim softened by the glow of a too-big Christmas tree. Friends sprawl across patterned rugs and piano benches like characters in a snow-day film – half-dressed for the outdoors, half-ready to stay in forever. Vintage snowshoes, scratched skis and old photographs set the scene: a lodge-core dream layered with texture, attitude and charm. Whether drifting lazily in a canoe or lounging fireside, Guess Jeans turns everyday essentials into festive, cinematic moments.
Thom Browne
Happy holidays, it’s a doggy-dogg Christmas… at least, it is according to Thom Browne. Placing the Hector bag, a dachshund-shaped carry-all, at the centre of its 2025 festive campaign, the brand turns the season into a snowy celebration of its most iconic muse. Based on the real-life Hector Browne – the designer and husband Andrew Bolton’s beloved pet – this year marks 10 years of the adorable arm piece, and to celebrate, the brand has released a Hector-themed capsule collection that’s great for gifting, passing down through generations and just generally spreading holiday cheer. Woven into snow-speckled scenes on cashmere cardigans, stitched into merino wool crewneck pullovers and embellishing pebble-grain leather wallets, Hector makes his mark across the collection. There are two special Hector bags up for grabs too, one sporting a black tuxedo (because dogs dress for the occasion too) and the other donning toile pajamas in silk twill, as well as a selection of timeless holiday heirlooms. Across the campaign, Hector frolics in the snow, unboxes Thom Browne holiday goodies and occasionally dusts them in snow. He reminds us that the true joy of the season lies in the giving. And sometimes, in the unwrapping. This Christmas, have a very Hector holiday!
Gucci
The Gucci Play timepiece returns just in time for Christmas – small, shiny and ready to party. The iconic 1980s mood-switcher is reborn for today, now with six ceramic bezels that pop on with a festive click. Think of them like ornaments for your wrist: red for mulled wine evenings, green for tree-side glamour, pink for Boxing Day sparkle, black for New Year’s midnight. A 28mm case in gold-toned steel and a crisp white dial keep things elegant beneath the tinsel. It’s nostalgia wrapped in modern polish – made to mix, match and make merry. A watch that celebrates the season as much as you do.
DIOR MEN
Dior is dreaming of a white Christmas – cool, minimal, beautifully assured. The holiday campaign sets the tone first: a winter maze of pattern and shadow, where menswear feels sharp but lived-in. Then come the details that anchor it – Oblique scarves and ties, Gravity leather wallets, silver chains catching the light, beanies pulled low, B30 sneakers built for city cold. Trek and Daily bags slip into the scene with quiet confidence, and yes, Bobby trots in as the season’s unexpected favourite. It’s festive without fuss: modern, masculine, a little mischievous. A world of pieces to gift, wear and make part of your own winter mood.
Balenciaga
All I want for Christmas is… a Rodeo Bag, actually. Balenciaga rings in the season with a wink, serving up its end-of-year gifting like a fashion advent calendar curated by the world’s chicest elf. Marie Valognes’s close-ups of hyper-festive fingertips – think tinsel talons and mini-purse charms – turn every accessory into a glamorously wrapped present. Avenue Pumps gleam, Le City Bags smoulder and even the Venom boot gets its moment under the mistletoe. With charms, silver hair clips, Opera gloves and those new fragrances strewn like couture confetti, Balenciaga’s gift lineup feels less naughty-or-nice and more necessary. Santa, baby, slip some Balenciaga under the tree, for me… pretty please!
photography by Marie Valognes
Top image: photography by Angelo Pennetta courtesy of Burberry.
