February 18, 2025 |
It’s a new year, and with it comes a whole slew of new SS25 campaigns. From Prada’s star-studded triptych to Loewe’s countryside crusade, we pick our favourite fashion ads of the season.
Prada
Rigidly posed with a Sixties-style bob and a hole-punched pencil skirt, devil-may-care with a punk pixie cut and floral sundress or wrapped in a warm woollen coat with 1970s swept bangs, the many faces of Carey Mulligan make Prada’s new spring/summer 2025 campaign. Lensed by none other than fashion photography legend Steven Meisel, the multimedia rollout, dubbed Act Like Prada, marks the first time in ten years that the photography legend has shot a Prada campaign.
Stepping into the role of ten imaginary characters to explore “the notion of plurality”, as the house puts it, the three-time Academy Award nominated actress and brand ambassador sports some of the best bits from the summer collection – which made its debut during Paris Fashion Week in September of last year. In vibrant knit jumpers and collared shirts, fringe-rimmed dresses and carabiner-fastened pleated skirts, Mulligan appears again and again, reincarnating in new, equally fabulous looks that suggest different personalities and lives. The clothes help to alter her attitude, reshaping her into a gaggle of quirky characters realised by just one individual and presented as a series of visually arresting portraits. According to the house, it’s “a reflection of our concurrent realities, a multiplicitous vision of women, an ever-shifting perception of Prada”. Emily Phillips
Prada Mens
Prada‘s spring/summer 2025 menswear campaign, photographed by Steven Meisel and with creative direction by Ferdinando Verderi, explores the complexities of identity and transformation.
Stepping out from his recent role in Babygirl, actor Harris Dickinson has flipped the script from his reserved and guarded character – 20-year-old Samuel Daniels – to redefining the portrayal of modern masculinity. He embodies multiple facets of himself here, challenging traditional notions of singular identity, shifting effortlessly from deep introspection to uninhibited playfulness.
Dickinson honours the campaign’s individuality as a powerful act of self-expression. The collection merges innovative design with enduring sophistication, turning transformation into an art form. Drawing inspiration from classic menswear, Dickinson doesn’t simply wear the clothes – he embodies them. The tailored pieces and timeless staples become extensions of his identity, shifting and evolving with every movement. Alexander Bean
Prada Re-Nylon
This season, Prada’s 2025 Re-Nylon campaign takes the scenic route through Norway’s icy fjords and Mexico’s unclouded coastlines. Released in phases, the four docu-style films follow actors Benedict Cumberbatch and Sadie Sink, in a cinematic exploration of the house’s ambition to craft fashion without depleting new resources, transforming regenerated plastic waste into its future-facing, Re-Nylon collection. Tied to Sea Beyond – Prada’s partnership with UNESCO, which raises awareness of ocean health – the series reframes the Re-Nylon narrative, immersing viewers in the fragility, and allure of marine ecosystems. It’s a grounded take on sustainability that feels as forward-thinking as it does natural for Prada. Talia Panayi
Louis Vuitton Men’s
Louis Vuitton has just unveiled its SS25 menswear campaign, titled Le Monde Est à Vous. The campaign brings us back to La Maison de l’UNESCO (United Nations Educational, Scientific and Cultural Organisation) where the collection was hosted back in June.
Photographed by Stef Mitchell the campaign transforms its models into next-generation diplomats. Across the images, they roam the building’s international halls and gardens, exploring the travel-centric notion of the global dandy, while sporting the maison’s SS25 men’s collection. The offering’s colour palette draws inspiration from the diverse tones seen in people, flags and global symbols, reflecting a broad spectrum from around the world. From diplomat to explorer and leisure traveller, the collection aims to celebrate unity. AB
Louis Vuitton
Louis Vuitton unveils its spring/summer 2025 campaign featuring BlackPink’s Lisa and Academy Award-nominated actor Saoirse Ronan. Photographed by Steven Meisel, the campaign reflects Nicolas Ghesquière’s artistic vision for the latest runway collection, which concluded with three ethereal landscapes crafted by French conceptual artist Laurent Grasso.
Lisa and Ronan are depicted in contemporary portraits that radiate self-assuredness and warmth, embodying the ‘soft power’ that inspired Ghesquière’s SS25 collection. The campaign also showcases three new pieces from Grasso’s Studies into the Past series, introducing surrealist works that transform conventional landscapes. Grasso’s unconventional style places Lisa and Ronan in uncanny settings, where visually striking backdrops create a captivating contrast and a unique dynamic. AB
Loewe
Loewe’s spring/summer 2025 campaign sees creative director Jonathan Anderson celebrate over a decade at the helm with a painterly ode to the natural world. Shot by David Sims in the misty Catalonian countryside, the images star actor Drew Starkey, actor Taylor Russell and global brand ambassador Wang Yibo morphing seamlessly into Anderson’s elemental vision.
Crinoline dresses hang like spirits among the trees, while earthy leathers, floral prints and featherweight fabrics craft a Loewe-like camouflage. Accessories – the Madrid bag, floral-sequinned Toy shoes and Featherlight Puzzle – are scattered across the scenery, creating a playful, ornamented atmosphere and textural aura that nods to the brand’s signature style and Spanish heritage. TP
Vivienne Westwood
The SS25 Vivienne Westwood campaign, photographed by Juergen Teller, sets its eclectic clothes against imaginative backdrops and playful sets designed by Bernhard Willhelm. The photographs transcend the ordinary, celebrating the elegance of individual spirit. Drawing on a rich array of iconic references, they combine the sensual allure of Teller’s renowned gorilla imagery – set against a lush jungle backdrop – with the poised glamour of Marlene Dietrich, deconstructing her image in an evening gown. The narrative also nods to Madeleine Vionnet’s legendary use of transparency and tulle in haute couture, while vibrant red and purple hues infuse the visuals with depth and emotion, each colour telling its own distinct story. At the heart of the campaign lies a striking homage to Diana Vreeland’s iconic red room, adding an extra layer of sophistication and intrigue, and reinforcing the timeless yet daring spirit that has always been at the core of Vivienne Westwood’s vision. AB
DIOR
Maria Grazia Chiuri’s spring/summer 2025 campaign reimagines the powerful, graceful figure of the Amazon – a woman channelling strength and opulence. Photographed by Sarah Jones in a dreamlike countryside setting designed by Alexander Bock, the collection is enhanced by an angelic, ornamental atmosphere where nature’s untamed beauty meets Dior’s refined elegance. Flowing silhouettes draped in ethereal fabrics move with the body, while a colour palette of muted blues, indigos and misty greys mirrors the dynamic hues of the sky at dawn and dusk. TP
Gucci
For spring/summer 2025, titled Where Light Finds Us, Gucci invites viewers into their cinematic world of nostalgia and intimacy, with photos and a video set against a dimly lit backdrop adorned with antique furniture. Directed by Canadian filmmaker Xavier Dolan, the 60-second video campaign encourages viewers to pause, breathe in, and breathe out – immersing themselves in this unfiltered moment. Starring next-generation actors Yara Shahidi and George MacKay, the campaign captures Sabato De Sarno’s evolving vision for Gucci – where pared-back youthfulness meets bold iconography.
Shahidi: the definition of casual elegance. Pictured in a monogrammed white tank, khaki trousers, and the iconic GG logo belt – she also makes a striking monochromatic statement in a sleek, to-die-for red leather coat. MacKay on the other hand, redefines modern masculinity: sheer fabrics, oversized – yet tailored – silhouettes, and thoughtful accessories – including a compact crossbody and black horsebit belt.
Gucci’s signature 1947 Bamboo bags, shown in unexpected touches of colour, anchor the collection’s understated luxury, all while bathing in the streams of sunlight. Moving beyond the bold prints of the past, De Sarno’s designs channel timeless finesse. This campaign is a pictorial ode to reinvention, blending filmic sentimentalism with contemporary style, charting a romanticised renaissance for the house – deliberate and untamed. TP
Miu Miu
For spring/summer 2025, Miu Miu presents Duets, a campaign that dances between contrasts, channelling innocence and sophistication, spontaneity and precision, Duets stars a cool and eclectic cast made up of Joey King, Sunday Rose Kidman Urban, Lena Mantler and Eliot Sumner. Drawing inspiration from childhood dressing, simple silhouettes are reimagined, chemise dresses slip off shoulders, shirts are artfully twisted and sweaters become sculptural bustiers. Meanwhile soft, romantic florals and pastel hues are juxtaposed with sporty blousons, boyish tailoring, and structured accessories. A collaboration with French family brand Petit Bateau also introduces nostalgia-infused cotton essentials, bridging the past and the present. In this campaign, Miu Miu’s muses are, poised and powerful. SL
Dsquared2 ICON NEW GENERATION
Are you ready for your close up? Dsquared2 certainly is with its new, SS25 campaign celebrating the carnation of its Icon New Generation collection. Leaning into the digital nature of this generation, the campaign is a production of self expression and style, with a touch of unapologetic self-obsession. Taking centre stage, next-generation internet personality, Bách – who has built up a dedicated fanbase for his unique style, confident persona and outlandish viral dance videos – is photographed by frequent Dsquared2 collaborater Giampaulo Sgura. Watch as Bách smoulders into a tripod-mounted camcorder, positioning and posing in front of its lens, wearing the latest Dsquared2, of course. Aiming to capture this generations habit of creating their own content, boldly breaking down the borders between the world of physical and virtual expression, it’s an evocative campaign with something to say. Laurell Jarrett Anderson
Chloe
In this SS25 collection, Chemena Kamali offers us some advice: lace is more. Her vision for Chloé, captured by David Sims, unfolds as a how-to guide for the ultimate Chloé girl – a muse who, this season, longs for eternal sunshine and embodies all things elegant, casual, and contemporary.
The mood is weightless – almost angelic – while the palette is a whisper of soft whites, peach, sand, and pale yellow. The setting, entirely Savin Couëlle – and equally ethereal – turns the inside-outside and appears adorned with kitsch floral upholstery, plastered white walls and peach-tiled floors. It serves as the perfect backdrop for the sun-faded fabrics, which, like the space, are equally worn by time and light – a Chloé classic with a more casual sensibility. This season the Chloe girl is summer personified. TP
McQueen
McQueen has just released its SS25 campaign, and it’s a fiercely spirited celebration inspired by the “bold and unrelenting spirit of the banshee”, a creature that is both significant in the lore of McQueen and the Irish heritage of creative director Seán McGirr. Shot and directed by Glen Luchford and set against the backdrop of the eerily stunning Llansteffan Castle in Wales, the windswept cast, which features models like Libby Bennett, Owen Rupp and Douta Sidibe, wade their way through grass that bends and blows whilst exploring the jagged edges of the abandoned fortress.
Speaking on the release, McGirr said, “The banshee was a figure that was very present in my childhood imagination growing up in Ireland and she has recently taken on new meaning for me. She embodies a sense of strident self-expression that resonates now; something freeing that drives connection with others.” Bella Koopman
Dolce & Gabbana
Shot by Steven Meisel, the SS25 Dolce & Gabbana campaign captures a raw, cinematic energy reminiscent of ‘90s fashion editorials. Cut like a contact sheet of outtakes from a girls’ night out, models Bibi Breslin, Rosalieke Fuchs, Sacha Quenby and Sora Choi laugh, lounge, and touch up their makeup in a backstage dressing room and prowl the streets, all while sporting the house’s slender, Madonna-inspired silk satin dresses – cone bras included. The campaign exudes a sense of spontaneous glamour and after-dark mischief, perfectly aligning with Dolce & Gabbana’s signature sensuality. EP
Dsquared2
Dsquared2’s SS25 campaign, shot by Andrea Artemisio, is a striking play of contrasts – duality and desire in perfect tension. The collection blends internet e-boy softness with New York’s underground edge, pairing poetic pastels with bondage hardware, silk with leather, and delivering denim that clings to the skin. Artemisio’s hyperreal portraits spotlight this bold vision, set against a stark grey backdrop. Three enigmatic symbols – an apple, a candle, a rose – add layers of mystery, hinting at ritual and romance. In this celebration of self-expression, Dsquared2 dares us to embrace the power of dressing boldly. AB
Giorgio Armani
All aboard! Giorgio Armani’s latest campaign is a love letter to the magic of travel. Capturing this, photographer Robin Galiegue’s rich, grainy black-and-white images feel like scenes from an old film. Set in a grand railway station – where journeys begin and end, and stories unfold – the images serve up a world of steam, shadows and fleeting glances. Models saunter through the station with effortless elegance, dressed in Armani’s signature flowing silhouettes. Accessories and sunglasses add a hint of mystery, making them the kind of travellers you can’t help but wonder about.
Emanating adventure, nostalgia and possibility – each frame invites you to imagine the story, to step into a world where style is timeless, and every departure holds a touch of glamour. AB
Marc Jacobs
Nothing says “New York, New York“ quite like Marc Jacobs, and this spring 2025, the brand is unveiling The Dual – a new It bag that fuses Upper East Side luxury with a downtown edge. Photographed by Matt + Kat, the campaign stars model, actress and author Emily Ratajkowski, who embodies the bold, unapologetic energy of both the city and the bag itself.
More than just an accessory, The Dual takes centre stage in the campaign, which is called MarWorld, across a series of mini films and product narratives celebrating bold self-expression, playful luxury and the ever-evolving pulse of New York City. A study in contrasts – understated yet statement-making, practical yet indulgent – the bag moves effortlessly between worlds, much like the campaign’s cast.
Joining Ratajkowski is an ensemble of fashion’s finest – Scarlett Teresa White, Rolf Schrader and Georgia Palmer – alongside supermodel Anok Yai. The sport bejewelled technicolour sweatshirts and perfectly worn-in blue jeans, but The Dual remains the main character. After all, it’s MarWorld – we’re just living in it. TP
DKNY
This season, DKNY presents New York Stories, starring Lila Moss, AKA the “ultimate main character.” With the city as her stage, the spring 2025 campaign shifts focus from literature to cinema, capturing the city’s electric narrative and Moss’s effortless cool. A recent transplant to NYC, Moss mirroring the confidence and flair of a true New Yorker – her style a natural extension of the city’s bright, bold and buzzing spirit.
Moss, a rising star with a unique edge, steps into DKNY’s world, embodying the brand’s perfect blend of timeless style and contemporary relevance. Her debut as the new face of DKNY holds extra meaning, with her mother, Kate Moss, appearing in the spring Donna Karan New York campaign – an iconic link between two brands rooted in the same cool, youthful attitude.
Shot by Mikael Jansson, the campaign brings the DKNY est. 1989 collection into focus, offering reinterpreted wardrobe staples with a fresh, cosmopolitan spin – easy, elevated and designed to be worn anywhere. TP
Fendi Men
Fendi unveils its SS25 menswear campaign, a refined yet effortless study in contemporary masculinity, starring J-pop sensation, actor and global menswear ambassador Ren Meguro. Produced under the creative and film direction of multidisciplinary artist and frequent Fendi collaborator Nico Vascellari, the campaign unfolds in a suspended moment – sheer, powder blue curtains billowing from ceiling to floor, creating a dreamlike atmosphere that recalls Fendi’s SS24 menswear runway set, also conceived by Vascellari. The airy, cinematic setting reinforces the house’s ever-evolving dialogue between past and present.
As Fendi approaches its centenary, the campaign captures a vision that honours its heritage while embracing the future. Meguro moves with quiet confidence, sporting a wardrobe where structure meets softness and craftsmanship fuses with innovation. The Fendi Crest, appearing stitched, embossed or woven into jacquards, becomes an emblem of a redefined legacy.
This season, the Fendi Club transcends space – it’s a state of mind, designed by Silvia Venturini Fendi, where nostalgia and reinvention converge, and the language of luxury is spoken through movement, material and light. TP
Fendi
This SS25 season, Fendi whisks us away to a sun-kissed getaway – soft, golden and entirely effortless. Captured by Steven Meisel, the women’s campaign unfolds like a sunlit dream, where shadows stretch lazily in the afternoon glow across the pale pastel-pink backdrop, naturally framed by delicate olive branches swaying in a hazy, warm Mediterranean breeze. It’s a utopia humming with weightless luxury – a place suspended somewhere between nostalgia and modernity.
Models Mona Tougaard, Lina Zhang and Karolina Spakowski move through the scene, their presence accentuated by Fendi summer essentials – fringed or beyond-beaded Baguette bags and mocha monograms punctuated on boat shoe-esque boots. Here, bags aren’t carried; they’re adorned in bag charms turned trinkets from Fendi’s faraway escape.
As always, Meisel captures more than fashion – he captures sensibility. Light spills over every surface, wrapping each detail in an almost cinematic softness. The result? A campaign that isn’t just about what you wear but how it feels – sun-drenched and storied, an entirely Fendi feeling. TP
Valentino
Valentino’s Pavillon des Folies SS25 campaign unfolds like a dream – cinematic, surreal and dripping with opulence. Directed and photographed by Glen Luchford with Christopher Simmonds as art director, the imagery is reminiscent of European art cinema, with warm, muted tones and grainy textures evoking nostalgia and eccentric luxury. Set within lavish yet slightly decayed interiors, floral upholstered furniture, classical paintings and ornate decor, the campaign exudes the aura of a bygone aristocracy infused with avant-garde irreverence.
Stylist Jonathan Kaye turns fashion into a living painting, where lavish gowns, ruffles and jewelled details exist in a world that feels both grand and ghostly. Models pose with detached confidence, reinforcing an air of aristocratic nonchalance mixed with rebellious modernity. Exaggerated, almost absurd postures heighten the campaign’s dreamlike quality. This interplay of the ordinary and the bizarre, the past and the present, creates a striking visual tension that is both nostalgic and contemporary, reinforcing Valentino’s commitment to playful elegance. AB
Moschino
Moschino‘s SS25 campaign is an unapologetic celebration of individuality, rebellion and self-expression. Under the creative vision of Adrian Appiolaza, Moschino orchestrates a theatrically irreverent narrative. Inspired by Italian cinema’s bold storytelling, models tear through oversized posters – ripping, twisting and breaking free from convention. Nautical accents, pearl-drenched accessories and exaggerated textures collide with playful prints and sharp slogans, blending nostalgia with modernity. Set against a stark white backdrop, the surreal spectacle amplifies Moschino’s legacy of wit and dramatic allure. This campaign isn’t just about fashion – it’s an ode to uniqueness and being the star of your own daring, untamed story. AB
Top image: photography by Glen Luchford, courtesy of Valentino.
