August 21, 2025 |
As temperatures dip and the days grow shorter, fashion steps in to bring a little thrill to the chill. With AW25 creeping up on us, our favourite houses have unveiled a stunning array of campaigns that capture the season’s moody elegance and playful edge. From lush, layered tailoring to rich palettes that echo autumn’s changing leaves, these visuals are a feast for the eyes and a prompt to refresh your wardrobe. Here’s our pick of the standout campaigns redefining what it means to dress for the cold season. Emily Phillips
Dior
With heritage at its heart, Dior presents its AW25 womenswear collection in a romantic campaign lensed at England’s Hatfield House. Here, Maria Grazia Chiuri looks to Virginia Woolf’s Orlando, the protagonist of her off-kilter coming-of-age novel of the same name, whose timeless influence pervades every image.
Shot as though through a fisheye’s lens, Tim Walker creates a whimsical wonderland punctuated by models who seem to possess a raw boyish beauty as they roam the historic house and its sprawling garden grounds. Sporting mini crinoline dresses and ultra-structured coats, the models pop up like chess pieces atop chequered flooring or backdropped by perfectly pruned hedges and are warped by Walker’s lens, offering an off-kilter take on cold season style. Tommy Dowling
Vivienne Westwood
The AW25 Vivienne Westwood campaign, photographed by Juergen Teller, captures a raw, high-energy vision. Shot immediately after the Paris runway show, the campaign channels the lingering adrenaline of the catwalk into each striking image.
Set against the warm-toned backdrop of a conference room, stylist Sabina Schreder reimagines the sultry workplace aesthetic by pairing Vivienne Westwood’s iconic tailoring suits and Scottish tartan with traditional British fabrics like Harris Tweed and Yorkshire wool. Models exude a nonchalant allure, slouched in office chairs or casually propped up conference tables, perfectly embodying that office siren mood that’s been making the rounds as of late. Saywa Akakandelwa
Louis Vuitton
Louis Vuitton unveils its autumn/winter 2025 womenswear campaign, featuring house ambassadors Emma Stone and Hoyeon. Photographed by Ethan James Green, the advertorial captures the sense of anticipation inspired by the train station setting of the show, which took to the runway back in February, as envisioned by womenswear artistic director Nicolas Ghesquière.
Throughout, Stone and Hoyeon are seated on various chairs and sofas, accompanied by the latest signature bag, Express, dreamed up by Ghesquière. Together, they embody the enchantment and adventurous spirit at the heart of the collection. Bathed in rich, earth hues, the imagery strikes a delicate balance between melancholy and comfort for a visual narrative that feels intimate, grounded and quietly evocative. SA
Balenciaga
Juergen Teller turns his lens on the Balenciaga woman (and man) for winter 2025, reworking his iconic The Clients series into a raw, razor-sharp portrait of high fashion. Shot in a grand hotel in Biarritz, Teller and wife Dovile cast Nicole Kidman, Isabelle Huppert, Claudia Schiffer, Patrick Schwarzenegger and more in sumptuous stairwells and opulent salons – where moody lighting meets meticulous draping. From waxed Rodeo bags to satin Shibuya pumps, everything feels considered, undone and very Balenciaga. There’s video too, with Teller narrating the chaos of creation. Think couture with a camera flash: intimate, iconic, and unbothered by polish. EP
Fendi
Centenary dreams swirl through the lens as Silvia Venturini Fendi rewrites the family album for Fendi 100. Celebrating the anniversary with an opulent AW25 campaign that unfolds like a mirage of memory and make-believe, five generations of Fendi women, Rome’s golden salons and the echoes of Cinecittà nights take centre stage. Shot in the new Spazio Fendi Milan (also where the show took place), nostalgia drips in chandelier-lit lounges and lushly paneled rooms, where shearling stoles and foxless furs become heirlooms of the future. From twisted leather to trompe l’oeil tailoring, every frame is a love letter to the house’s decadent DNA. Fendi isn’t looking back – it’s dreaming forward, in full technicolour fantasy. EP
Miu Miu
Kylie Jenner is officially a Miu Miu muse. Starring in the maison’s AW25 campaign alongside the likes of musician Towa Bird, actress and singer Lou Doillon, actress and model Rila Fukushima, actress Myha’la, artist and model Yura Romaniuk and rapper Cortisa Star, the beauty mogul brings her signature flair to a campaign that’s all about bold character and modern femininity. Backdropped by a dreamy, moiré silk-swathed room in calming Miu Miu colours, the focus is on “the power of the portrait” as much as it is the clothes, which swing from sweet to subversive in one satin slip. Think cloche hats, sparkly lurex and a wink at tradition – all reimagined for the now. Photographed by Lengua and styled by Lotta Volkova, this is Miu Miu with attitude, elegance and a whole lot of personality. EP
PRADA
For AW25, Miuccia Prada and Raf Simons unleash Prada Motion Pictures: a campaign that captures fashion mid-stride, mid-thought, mid-breath. Models – shot by Oliver Hadlee Pearch – spill across frames in a glorious, unstoppable flow. No static poses, just kinetic beauty, as if caught racing toward something unseen but vital.
Clothes swing, swirl and cling in all the right ways – elegant trenches flapping open, tailoring warped by wind and movement, fabrics folding with the body rather than against it. It’s fashion in real time, messy and magnificent.
Frank Lebon’s slow-motion films add a visceral punch – spontaneous gestures, fleeting glances, the raw choreography of real life. When fashion stops posing and starts moving, Prada charges ahead, full force, full throttle. EP
Gucci
For AW25, Gucci presents The Gucci Portrait Series, a powerful campaign lensed by Catherine Opie. Bringing together 42 singular individuals, the camera captures the “authentic relationship between person and garment”. Those fleeting moments between movements, the fold of a fabric, how a bag is held, or a scarf swaths the body, are elevated, and through repetition, transformed. Evolved by Lisa Rovner who directed a series of intimate videos where candid cast members respond to open-ended questions, the campaign offers a peek inside the person beneath the GG suits and dresses. EP
Chanel
Chanel unveils its AW25 ready-to-wear campaign, starring Mona Tougaard and captured through the lens of the renowned fashion photographer Mikael Jansson. A striking blend of modern edge and classic elegance, the campaign unfolds against a backdrop of the café terraces and cobbled streets that spread across Paris. Against this cinematic backdrop, each silhouette cuts a bold figure. Volumes are amplified, textures are contrasted and those classic Chanel tweeds catch the light with a subtle shimmer.
Tougaard, who has risen to the heights of supermodel stardom in the past few seasons, perfectly matches the codes stitched into Chanel’s DNA – multifaceted femininity, romance and unapologetic power. Accessories take centre stage and are reimagined in striking volumes. Oversized pearls hang from collars and sit pretty across tailored jackets and dresses, whilst chunky totes take their inspiration from oversized bows. Round heels are stamped with the signature double C, as are the fingertips of leather gloves. Moving and memorable, this campaign proves details can indeed make statements. SA
McQueen
For AW25, McQueen time-travels to the 19th century. Inspired by provocateurs Oscar Wilde, Vesta Tilly and Romaine Books, the campaign channels their spirit of uncompromising self-expression and freedom while exploring the tension between tradition and defiance.
Borrowing from the codes of the Victorian Gothic, clothing becomes both armour and liberation. It’s sensual, spectral and overflowing with tension, making for a celebration of expression that feels rebellious as it is passionate.
Starring in this edgy campaign is 2024 model of the year award winner Alex Consani, distorting her figure alongside Athiec Geng, Chu Wong and Libby Taverner. Shot by Glen Luchford, the imagery captures bodies arching, twisting and writhing, caught between restraint and release with silk georgette, raw-edged lace and sharpened tailoring rippling through the surrounding shadows in a spectral light. The result is a visual narrative of ecstatic abandon showcasing McQueen in all its subversive glory. Mathumithah Kandiah
Loewe
Loewe presents its AW25 campaign as a scrapbook of ideas. Shot by Arnaud Lajeunie, it casts Raffey Cassidy, Felix Kammerer, Lesley Manville and Jiang Qiming in intimate portraits that embody their varying personalities and artistic sensibilities. It’s about the narrative told through faces, gestures and presence; Cassidy clutching a Puzzle bag, Qiming’s quiet elegance, Manville’s confidence and Kammerer’s strong gaze. Together they form this “scrapbook of talents and personalities”.
In collaboration with the Josef & Anni Albers Foundation, the clothes, with surface treatments inspired by Josef’s Homage to the Square paintings and Annie’s pictorial weavings, as well as Loewe’s signature Puzzle, Flamenco, Madrid and Amazona bags, are the key components in the still images, alongside Toy mules, the new Comic sandal and Ballet runner.
It’s a campaign that is less about spectacle, more about reflecting Loewe’s creative community, craft and character. MK
Jimmy Choo
An unlikely merging of Japanese street style and the East London aesthetic in the Naughties is on the menu for Jimmy Choo’s AW25 men’s campaign. Models Yuhi Miyahara and Mico are captured through Takay’s enigmatic lens, with the campaign’s theme exploring the paradoxical nature of passing time, particularly within fashion. Creative director Sandra Choi explains, “I love the idea of tradition that isn’t always traditional – respecting the craft and know-how to create something that speaks of today”.
Backdropped by a portrait of urban life in Japan, the collection’s key pieces include the Buff Tassel Loafer – a heritage classic with a twist – an exaggerated take on the staple sneaker accessorised with dazzling gems elevating the footwear from casual to formal. For bags, there are zip ups, Hobos and the stand out Box Camera Bag, all delivered with metallic accent detailings. Jimmy Choo has aced it again. Yasmin Braganza
Tom Ford
This season, all eyes are on Haider Ackermann’s Tom Ford.
After much anticipation following the news that Mr Ford would be stepping down as creative director from his eponymous label, the keys to the kingdom were finally handed over and, following the show in June, the fruits of Ackermann’s labour have been offered to us on a bright and shiny AW25 platter.
Comprised of bright pastels and contrasting hues of black and grey, Ackermann delivers precision and sensuality in his debut campaign, captured through the lens of Mark Kean. Sharp tailoring and vivid hues are reflected through the mirrored backdrop designed by Emilia Margulies, on which Ackermann says, “My characters inhabit the space with their noble personalities multiplied by the blurry reflections and refraction in the mirrors.”
With a cinematic flair beautifully navigating the suspension between reflection and reality, the AW25 campaign sees Ackermann follow in Mr Ford’s footsteps whilst redefining seduction in his own right. YB
Top image: photography by Glen Lunchford.
