August 19, 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 ー 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
Top image: photography by Jamie Hawkesworth, courtesy of Louis Vuitton.
