July 27, 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 enjoy each other’s company and send dandelion seeds dancing into the wind.
Shot by David Sims, the imagery conjures 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 lyrical 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. Bella Koopman
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
Top image: photography by Inez and Vinoodh, courtesy of Chloé.
