September 1, 2026 |
This season, fashion finds its footing beyond the studio. Countryside meadows, quiet interiors and deserted city streets become the backdrop for clothes with stories to tell. From Chloé’s folkloric frolic through flower-speckled fields to Miu Miu’s car park escapades, these are the best campaigns of the upcoming season. Emily Phillips
Chloé
Amidst sprawling fields of supple yellow flowers, lavender and long grass, the Chloé AW26 campaign comes to life. Lensed by Inez and Vinoodh, it’s a vibrant expression of freedom and femininity embodied by models Raquel Zimmerman, Jacqui Louise, Thalita Ferreira and Sarah Isaksen who frolic through the expanse in frothy gowns and embroidered blouses, calling to mind the sense of togetherness that sits firmly rooted in the DNA of the house.
“For this campaign, I wanted to express devotion through women, the vastness of open landscapes and craftsmanship. Nature brings us back to instinct, freedom and connection. In that openness, femininity unfolds with untamed strength and togetherness,” says Chemena Kamali, creative director of Chloé. EP
Dior
Against a backdrop of sprawling green lawns and sunlit meadows, Dior’s AW26 campaign leans into the season’s idyllic spirit. Windswept hair, soft pastels and moments of playful intimacy meet in a poetic ode to womanhood’s enduring romance with freedom. Tumbling through blades of grass, models Sunday Rose, Ziqi Zhao, Dru Campbell and Laura Kaiser send dandelion seeds dancing into the wind.
Shot by David Sims, the imagery conjures a dreamlike portrait of uninhibited femininity and joy. Feathered skirts, lily pad-adorned accessories and an amusing frog-shaped clutch cast a gentle reminder of the brand’s whimsical craftsmanship and love of florals. A year into his tenure as creative director, Jonathan Anderson’s vision is in full bloom, with this campaign capturing a tender celebration of summer’s fleeting embrace. Sheraz Zingraff
Prada
Prada has made a case for staying in. For its AW26 campaign, the house has handed the reins to director Barry Jenkins, who turns the ordinary – a private gesture or a quiet room – into something worth pressing pause on. Here, the clothes become characters of their own, playing alongside Chen Haoyu, Kelvin Harrison Jr., Hunter Schafer and Troye Sivan across still and moving images. Coined Simple Stories, Miuccia Prada and Raf Simons bring their own version of cinema – simple, honest and human. Talia Panayi
Fendi
Shot by Jo Ann Callis, Fendi’s AW26 campaign unfolds like a still from an arthouse film, where every glance and gesture feels loaded with meaning. Marking Maria Grazia Chiuri’s first campaign for the house, it explores the push and pull of human connection through mirrored menswear and womenswear, with pairs caught in suspended moments of intimacy and distance. Drawing on the influential choreography of German dancer Pina Bausch, bodies hover close but never quite meet, while Rome’s grand interiors, weathered architecture and heavy drapery lend each frame a quietly cinematic quality. The result is a campaign that feels intimate yet unresolved – rich in atmosphere without ever giving everything away. EP
Miu Miu
There’s something rather alluring about a vacant car park at midnight – its stillness, its fluorescent glow, its industrial aura. And when Hailey Bieber stands slouched in head-to-toe Miu Miu between its yellow lines in place of abandoned automobiles, it becomes an unlikely landscape for really good fashions to find their footing. Prada’s little sister is embracing the cinematic with its AW26 campaign, lensed by Zoë Ghertner, placing Bieber, as well as model Xiao Wen Ju in an empty lot, streetlights blazing on behind them as the brand taps into the liminal beauty of after-hours city life. It’s a subtly confident expression of contemporary femininity that comes courtesy of Miuccia Prada, of course. Reborn bubble shoes and the Arcadie Bag included. EP
Jimmy Choo
Inside Milan’s Palazzo Gallarati Scotti, all Baroque grandeur and cool, modernist lines, the Jimmy Choo AW26 campaign unfolds. Restaged as a fantasy version of creative director Sandra Choi’s design studio, it follows model Africa Garcia through the collection with an unhurried ease – reclining against brushed steel in patent knee-high boots, perched on a marble mantel with the spotted Cinch bag in hand. Boots are the beating heart of the season, from the clean line of the Caly OTK 85 to the reworked archival Biker KB, marking the house’s 30th year by setting youth against experience. “I started with a very precise intention – I was drawn to the idea of dressing the leg, extending our canvas,” says Choi. “Boots are the focus for this collection; I love the youthful, confident energy they give to women. It’s an assertive take on glamour, inspired by our heritage.” TP
MCQUEEN
Captured by Glen Luchford, McQueen‘s latest campaign trades on tension – the gap between outward appearance and inner feeling, told as a piece of cinema. Identity, desire, strength and authenticity run through it, carried by a cast that bridges the house’s past and present. Karen Elson, who walked McQueen’s seminal SS01 show Voss, anchors the archive era, while Paloma Elsesser, Jacqui Hooper and Xiao Wen Ju bring it firmly into the now. The collection speaks the same language of contrast, setting sharp tailoring against soft fabrics, ornate lace and trompe l’oeil feather embroidery in balance. It’s McQueen doing what McQueen does best – crafting drama and storytelling with the volume turned up. TP
VIVIENNE WESTWOOD
“It all started with me visiting Belloni, in Barlassina between Milan and Como, who are cabinet and furniture makers at the top of their field. They are the epitome of Italianness in all the best ways,” says creative director Andreas Kronthaler of Vivienne Westwood’s AW26 campaign. Shot by Juergen Teller and staged in Belloni’s showroom, the brand’s checkered pieces, fine felted tailoring and Oxford shirting are framed by gilded, baroque settings, presenting an Italo-Anglo clash like you’ve never seen before. Alice Lana
BURBERRY
Mind the gap! For its AW26 campaign, Burberry is heading into the city, taking inspiration from the daily London commute. Starring the likes of Rosemary Ferguson, Cherif Douamba and Haojie Qi, the multimedia rollout is narrated by the voice behind the announcements on the London Underground, Matthew Streeton. Focused around lighter iterations of signature outerwear pieces, such as the Foxfield trench and Leadenham jacket, the styling layers polo shirts, cashmere knitwear and blanket capes to emphasise the delicate practice of transitional dressing. Bella Koopman
LOUIS VUITTON
This is folklore, for the future. For its AW26 campaign, Louis Vuitton presents the architectural shapes of its latest collection against the leafy, forest-framed plains of the Jura mountains, where the house’s founder grew up. Creative director Nicolas Ghesquière forges a relationship between the clothes and the natural world with animalier patterns woven into denim, collage-inspired cloth and vegetal fur. The collection also includes heels resembling antlers and plaid wool ensembles, playfully embellished with motifs from a painting of a lamb blowing pink bubblegum. Outerwear tells a story of survival and adopts dominant, sculptural forms in an offering that shows sophistication is not just reserved for the urban world but looks just as good while wandering the woods. Suddenly, foraging has never felt so splendidly tempting. Shot by Jamie Hawkesworth and styled by Marie-Amélie Sauvé, the campaign calls to rekindle your romance with the outdoors. SZ
Dolce & Gabbana
Dolce & Gabbana serves up sizzling passion in its recent AW26 campaign. Shot by Steven Meisel, human connection and identity are at the heart of the characterful portraits. The womenswear and menswear looks are autonomous yet complementary, with personality anchoring each image. Sumptuous black lace, tailoring and sensuality speak to the essence of the brand, whilst Meisel adds a new dimension with his stylised portrait of masculinity – an approach he’s crafted since 1989, when he first started working with the brand. The structured silhouettes intermingle in a series of glamorous, romantic scenes, drenched, as always, in D&G’s signature suave. SZ
SAINT LAURENT
Conner Storrie is a dancing queen for Saint Laurent’s AW26 campaign. Starring alongside top model Liu Wen and superstar singer Rosé, the Heated Rivalry star and newly minted brand ambassador, locks eyes with Talia Chetrit’s camera as he pulses to Milli Vanilli’s sultry 1988 hit I’m Gonna Miss You. Speckled with glimpses of a sharp pump or lacy mini, Anthony Vaccarello’s crack cast adopt commanding characters you can’t quite look away from. It’s equal parts satisfying and teasing, just as Saint Laurent should be. BK
GUCCI
All the stars are out for Demna’s first Gucci ready-to-wear campaign. The collection, called Primavera, riffs off the Italian word for spring – a season synonymous with new life – and the title of Sandro Botticelli’s Primavera, one of the Renaissance’s most celebrated pieces of work, and a key inspiration for the designer. For the campaign, Michal Chelbin photographs 10 talents across music, film, fashion and sport who echo a Renaissance portrait, yet dressed in a new vision of Gucci. In one image, you’ll see Tom Brady in a head-to-toe leather ensemble. In another, Rico Nasty is draped on a pink chair in nothing but a cream fur coat, supple leather gloves and the Horsebit Duomo bag.
Accompanying the images, Gucci has released a short film starring Kate Moss lip-syncing to Chris Isaak’s Wicked Game in a glimmering, backless gown as a group of strangers begin to fall in love around her. Directed by Johan Renck, the film pays homage to his 2003 music video for The Knife’s Pass This On. Grab your popcorn and watch it below. Gaia Marinaro
ALAÏA
Alaïa’s latest campaign is true to the brand’s codes where exceptional craftsmanship is always at the forefront. David Sims captures multidisciplinary artist Teyana Taylor in a series of black and white photographs showcasing movement, strength and feminine expression. Taylor wears second-skin knit dresses with defined lines and sculpting silhouettes accentuating the wearer’s singular sense of self. “I’ve always loved fashion that lets a woman own who she is without having to say too much. David captured that confidence in a way that feels very natural to me,” says Taylor. “Strong, sensual, and completely in the spirit of Alaïa.” GM
LOEWE
Loewe heads to Pointe Helbronner in the Mont Blanc Massif for its AW26 campaign. Against the snow and mountain peaks, Loewe’s exuberant, bold palette is dressed on talent Julia Garner and Théodore Pellerin, both brand ambassadors, with the addition of Lil Yatchy, Siegfried Blanche and Beau Gadsdon, among others. Shot by Talia Chetrit, the images conjure a surreal, dreamlike spirit of adventure, interchangeable with the playful nature of the collection, Jack McCollough and Lazaro Hernandez’s second for the house. The high-voltage contrast allows the clothes to speak for themselves – bright yellow socks in transparent rain boots, dyed shearling coats, voluminous parka jackets and leather trousers all make for the alpine wardrobe. Drawing on the work of artist Cosima von Bonin, who also features in the campaign, Loewe showcases special editions of bags Amazona 180, Puzzle and Flamenco with von Bonin’s animal motifs and gingham checks. GM
Giorgio Armani
Giorgio Armani shows the power in simplicity for its AW26 campaign. Oliver Hadlee Pearch captures Liam Kelly, Akbar Shamji and supermodel extraordinaire Christy Turlington – a regular feature on Armani catwalks in the ‘80s and ‘90s – sat in front of a neutral backdrop. The collection itself, the first designed by Silvana Armani and Leo Dell’Orco, evokes a powerful tone through fluid trousers, sleek outerwear, and soft silhouettes draped with velvet and wool. Alongside the images, the campaign features a film that centralises symbols recalling the brand’s essence. A cat, statue and 1982 Logo Lamp are three frames among many – the first recalling Armani’s dedication to curiosity and creative freedom, the second revealing the balance between the body and spirit at the heart of the brand and the last embodying the holistic Armani way of living. For the incoming season, Armani encourages us to be uncomplicated, to find inspiration in the world and to stay true to oneself. GM
WOOYOUNGMI
The shingle beach of Dungeness, Kent serves as the backdrop of Wooyoungmi’s AW26 campaign. Marking his second collaboration with the brand, photographer Alasdair McLellan captures the collection’s exploration of past and present. The pieces were inspired by South Korea’s first railway network, the Gyeongin, where travel became a special occasion and elegance was non-negotiable. Alongside the dandy-esque tailoring, slip dresses and oversized coats, the images conjure a vision of nomadic sensibility at the turn of the century. Amidst Dungeness’ golden pebbles, straw-like shrubbery and derelict railway, Wooyoungmi transports us to a style of transport long forgotten and ready for revival. GM
Givenchy
There’s a certain confidence to a Sarah Burton campaign, and her AW26 outing for Givenchy wears it plainly. Shot by Juergen Teller against the steely granite of the Croatian coast, the imagery makes its case through casting: Burton has assembled the women who already operate within Givenchy’s orbit, the ones whose character and style add further dimension to the clothes themselves. Eva Herzigova, Kaia Gerber, Nyaduola Gabriel and Liu Wen appear alongside the French writer and former lawyer Constance Debré – a deliberate spread of age, identity and attitude, each subject holding the frame on her own terms. The clothes answer in kind, all sharp tailoring, the white shirt reimagined in leather, draped evening dresses and accessories dialled up to excess. What emerges is less a fashion campaign than a portrait of selfhood, exactly as Burton intends: “Everything I design at Givenchy,” she says, “centres on seeing and celebrating the reality and the brilliance of all kinds of women.” TP
Tom Ford
Seduction is at the heart of the Tom Ford brand and Haider Ackermann’s AW26 campaign embraces that with full throttle. Shot by Stuart Winecoff and featuring a stellar cast of Liu Wen, Kristen McMenamy and photographer-cum-model Malick Bodian, Ackermann’s paper-cut sharp garments are stark and confronting against a crisp, white background. Light bounces off cheekbones and the shadows embed into the crevices of their skin. They flirt with the lens and each other, eyes focused and direct, inviting the onlooker to join in with the fun, but proceed with caution. BK
Burberry
London called, Burberry answered. For its AW26 campaign, the heritage brand has leaned into the spirit of the capital, employing former 10 Magazine cover star FKA Twigs and Romeo Beckham to help do it. Shot by long-term collaborator Glen Luchford, the wintery scenes are backdropped by famous London landmarks – Tower Bridge, Big Ben and the Houses of Parliament, to be precise – illuminated by glowing lights. Speaking on the decision to position the city at the heart of the campaign, chief creative officer Daniel Lee said “It’s a place where anything feels possible, and it felt right to return to our home city this season.” BK
DKNY
New York City is vibrant, busy and ambitious, but when Amelia Gray and Iris Law strut the streets in head to toe DKNY, the city simply fades into the background. The brand’s AW26 campaign, shot by Mikael Jansson and directed by Trey Laird, showcases the models in similar looks with nuanced styling choices. Their singular personalities take centre stage, championing the power of knowing how to style your clothes to work for you. Based on a monochromatic colour palette featuring relaxed trousers, tailored vests and blazers while statement pieces such as dynamic animal-print coats, the collection highlights the effortless and versatile nature of the brand. DKNY has been dressing NYC women since 1989; women who will walk into work at the beginning of the day and be sipping vodka martinis into the early hours of the next morning. This collection no doubt is for the modern DKNY woman embodying the unrestrained energy of the city. GM
Karl Lagerfeld
Karl Lagerfeld’s AW26 campaign, shot by Matt Easton, assembles two unlikely masters of reinvention. Paris Hilton returns as the face of the maison, but she’s not alone. She is joined by the debut of ‘Not-Karl’, an alluring digital character who steps into the brand’s world through retro multi-screen televisions. He has the white hair and the sunglasses. In almost every way, he looks like Karl Lagerfeld, and yet, he is not. Together, Hilton, an expert in turning a persona into an empire, and Not-Karl create an unexpected on-screen duo. Model Kit Butler joins Hilton as the face of menswear, bringing a natural chemistry shaped by a long-standing friendship. In the campaign, we get a taste of the collection itself. The campaign stays close to the brand’s codes: sharp tailoring, a predominantly monochromatic palette and a long white shirt inspired by tuxedo dressing. With Not-Karl’s first appearance to the world, this campaign flips open a new chapter for Karl Lagerfeld. Mateo Carmona
Zegna
What makes a suit worth passing down? For Zegna’s AW26 campaign, the answer lies in everything that happens before it is worn. Global ambassador Mads Mikkelsen brings one of his jackets to the tailor, where it is reworked for his son – transforming a familiar staple into something inherited. The gesture sits at the heart of Su Misura, Zegna’s made-to-measure experience, where hundreds of alterations and a selection of house fabrics allow each piece to take on the character of its wearer.
Among its signatures are Trofeo, the fine Australian merino wool first developed in 1965, the Abito #1, inspired by the founder’s suits from the 1930s, and the Falcon Jacket, rooted in the landscapes of Oasi Zegna. As the tailor works, the campaign considers the purpose of craft: not simply making a suit, but creating something that can accompany a man through the moments that matter – and, can eventually, belong to someone else. TP
Top image: photography by Glen Luchford, courtesy of Burberry.
