See The Best SS26 Campaigns

As the dreary winter weather persists, we pin our dreams of sun-drenched days on the myriad of SS26 campaigns that have begun to roll out. From Jonathan Anderson’s fresh-faced vision for Dior to Demna’s daring Gucci debut, below find the fashion advertorials we can’t tear our eyes away from this season.

LOUIS VUITTON

Louis Vuitton‘s transportative SS26 menswear campaign, The Art of Travel, unfolds with house ambassadors Jeremy Allen White and Pusha T at its forefront. Helmed by men’s creative director Pharrell Williams, it taps into the luxury French house’s storied relationship with travel.

To achieve this, photographer Drew Vickers captures a sun-dappled Allen White gazing contemplatively out of a window, peering out at the painterly, bucolic landscape passing by. In a similar vein, Pusha T is perched atop a canvas monogrammed trunk on an unusually peaceful train station platform. Each escapist frame evokes not only a keen sense of liberation but a suave sensibility for the year ahead.

The visual narrative conveys the feel of a journey waiting to be fulfilled, and reflects the thoughtful interludes that take place en route. In the spirit of summer, the looks are rendered in optimistic hues, contrasted with velvety browns and unexpected splashes of bright blue. With each frame accentuating and celebrating travel, it is seriously wanderlust-inducing. It also makes a serious case for voyaging with a sublime piece of suiting in tow. Ella O’Gorman

GUCCI

Who could ever forget Demna’s 37-look-strong Gucci Famiglia SS26 collection? Revealed in Milan last September, it marked a dramatic pivot away from the visual vernacular he cultivated while at Balenciaga. Bolstered by a short film, the familial archetypes contained within are molto sultry.

Now, in tandem with its ready-to-wear release, the looks are immortalised through a shiny new campaign lensed by Catherine Opie (known for her portraiture exploring familial and political power structures). From Incazzata’s crimson coat that channels the spirit of the ‘60s, to Direttore’s sharply tailored suit, Demna diffuses stylistic cues taken from Gucci’s Florentine archives, honouring the label’s past whilst amping up anticipation ahead of his sophomore show as artistic director this February.

Each image exudes an innate sense of ‘sprezzatura,’ portraying Denma’s stance on how quintessential ‘Gucci’ personas dress and act. In the words of the house, Demna’s opening act is unabashedly “sexy, extravagant and daring.” We tend to agree. EO’G

DIOR

With an emphasis placed on clean, architectural silhouettes and rich tactility, Jonathan Anderson’s SS26 vision for Dior is refreshingly simplistic. Its accompanying campaign, documented by none other than David Sims, reveals a delightfully introspective “study on character.”

Placed within visually arresting mise en scènes designed by Poppy Bartlett, models Laura Kaiser, Saar Mansvelt Beck and Sunday Rose Kidman epitomise youthful insouciance, posing alongside boiserie, parquet flooring and other miscellaneous items one might find strewn around a French aristocratic household. As if caught unaware, with breezy grins, restrained makeup and loosely styled manes skirting their shoulders, they’re dressed in denim co-ords, a flowing cape and a Cat in the Hat-esque jumpsuit, styled by Anderson’s long-time collaborator, Benjamin Bruno.

French footballer Kylian Mbappé and Past Lives actress Greta Lee also take pride of place – Lee twirls in a sculptural white knee-length dress replete with statement bows while Mbappé lies languidly across a plush armchair, comfortably dressed in a slate grey logo knit with an icy blue shirt layered underneath. A winning combination if you ask us. EO’G

CARUSO

Caruso’s SS26 menswear campaign delivers sun-kissed visuals backdropped by the expanse of the sea. Shot by Karen Collins and modelled by Matej Diblik, the quietly opulent campaign is set within a sun-drenched coastal apartment where serenity meets the sculpted elegance of suits.

Bathed in pale gold light, the scene frames Diblik’s figure as he sports a single-breasted jacket in ivory linen that drapes with effortless structure by creative director Max Kibardin. Paired with tonal trousers and a minimalist high-collared shirt, the look boasts clean, vertical lines, evoking the brand’s signature quiet sophistication.

Shot with a nostalgic camera grain, the campaign’s lingering contemplative tone celebrates the truly timeless elegance of Caruso. Eve Williams

PRADA

Step inside Prada’s Image of an Image, a thoughtful reappropriation of fashion advertisement and the clothing contained behind the lens, an interplay between the “medium and the message.” Ensconced in layers of Raf Simons and Miuccia Prada’s SS26 collection, talents including Hunter Schafer, Carey Mulligan and Damson Idris sit in tranquil still-life compositions creatively directed by Ferdinando Verderi.

Teamed with photographer Oliver Hadlee Pearch, American artist Anne Collier has produced a portfolio of images that re-envisions a fashion campaign fit for the digital age. In this instance, with the assistance of a vivid tangerine background, the imagery is treated as a physical material object and re-photographed in the awaiting gloved arms of observers and onlookers whose off-camera perceptions mirror our own as consumers. With roomy layers and a deliciously multifaceted selection of textiles, hemlines and arm candy relayed in all their glory, Prada’s SS26 offering commands curiosity and admiration in equal measure. EO’G

Jimmy Choo Women’s

Will somebody wear a pair of Jimmy Choos to the fair? Creative director Sandra Choi certainly hopes so. Bringing blossoms to the Barbican, the footwear titan’s newly unveiled Les Fleurs SS26 womenswear campaign envisages a dream-like spring metamorphosis, with shoes aplenty. Her hero lace-enrobed pumps, biker boots and stylish slingbacks flaunted by model Kiki Willems in a series of stills shot by Quentin de Briey are paradoxical, playful and delightfully pretty, bridging beauty with brutalism.

Set to the sound of Minnie Riperton’s uplifting earworm, Les Fleurs, (wherein she questions who will “wear” her to the fair) in the accompanying film footage Willems (styled by Jane How) poses beside a canopy of comically supersized flowers, inspired by the peonies blanketing Choi’s Somerset garden. Juxtaposing delicate natural beauty with the coarse concrete Barbican exteriors, this visual tension reinforces the collection’s overarching narrative, Future Feminine; a study of modern femininity – where women (and their favoured footwear) can be both bold and beautiful. EO’G

Louis Vuitton

For its SS26 campaign, Louis Vuitton turned to house ambassador and star of the silver screen Jennifer Connelly to be its muse. Representing the the elegance and style at the core of the house’s ethos, Connelly is photographed wearing creative director Nicolas Ghesquière’s exquisite recent collection, which drew its inspiration from the serenity one finds in their private space. Shot by Brooklyn-based photographer Cass Bird, the campaign, which uses various private settings as its backdrop, embodies an undeniable femininity that feels both soft and stunning. Bella Koopman

Miu Miu

Miu Miu is on top of the world – literally. Captured through the poetic lens of British photographer Jamie Hawkesworth, the house’s SS26 campaign, On Cloud Nine, comes to life in a light-imbued room floating above the treetops. As the sun rises and descends again in the background, the multi-disciplinary cast of the campaign lingers by the windows in looks at once industrial and ultra-feminine. Actress, director and screenwriter Suzanne Lindon’s shadow stretches out on the brightly lit walls as she holds the Utilitaire bag, wearing one of the collection’s signature apron dresses. Meanwhile singer and songwriter Olivia Rodrigo is captured candidly yawning for the camera while rocking a car coat over a crystal-encrusted frock. Alongside others, this campaign paints a romantic picture of the Miu Miu woman in all her multifaceted glory. Cecilia Nuvola Bechini

Jimmy Choo men’s

What happens when tradition and reinvention become part of the same formula? Jimmy Choo has the answer. Exploring this alchemic blend in the brand’s spring 2026 men’s campaign, creative director Sandra Choi and newly-appointed men’s style curator Motofumi “Poggy” Kogi take the London-based fashion house on a trip over the Pacific, marrying Japanese sartorial savvy with traditional British shoemaking.

At the centre of the campaign is a trio of “cultural creators” who reflect the multifaceted nature of the Jimmy Choo man: dynamic, innovative and classically modern. First up is Poggy himself. Shot by Takay, the globally-recognised fashion curator is captured in an artisan laboratory wearing the collection’s Rowan Brogue Derby loafers. Next is artist and audio engineer Devon Turnbull (aka OJAS), who appears surrounded by his skilfully-crafted, handmade sound systems – the epitome of functional art, just like the Buff Fringe loafers on his feet.

Thinking of crafts as old as time, the brand then turns to bonsai producer and artisan Teppei Kojima, whose dedication to the conservation, transformation and transmission of the art of bonsai to young generations perfectly aligns with the campaign’s ethos of vibrant timelessness.

Step by step, image by image, Jimmy Choo weaves a cultural journey that looks back at artisanal tradition while diving headfirst into creative innovation. CNB

Guess

Guess envisions a trip to the wide-open landscapes of Texas in its SS26 campaign starring fashion entrepreneur Chiara Ferragni. The bold, untamed spirit of the Texan cowboy takes a feminine turn with pieces exuding independence, timeless elegance and self-expression. The sculpted silhouette of a selection of shoulder bags, like the already trending Camden Bag, enriches dynamic total denim looks that have always been one with the Guess name. The Morelli Brothers’ cinematic storytelling meets the sensuality and spontaneity of the house in an ode to glamorous, unmistakable confidence and the power of women. CNB

Giorgio Armani

The campaign showcasing Mr Giorgio Armani’s last collection has just dropped. Shot by Oliver Hadlee Pearch, the SS26 campaign is set inside the late designer’s home in Milan. Reflecting his style and aesthetic, the home is still inhabited by his long-term collaborator Leo Dell’Orco following Armani’s passing in September of last year. Starring Vittoria Ceretti, Clément Chabernaud and a host of others, they are shot amongst Armani’s personal objects, design pieces, sculptures and artworks, with each frame acting as a subtle tribute to the memory and everlasting legacy of the legendary designer. BK

Burberry

For a Burberry collection that favours the rich relationship between music and fashion, the ’60s is an apt reference. Think Britain’s booming music scene at the time (The Beatles anyone?) or the decade’s bona fide It-girl and multi-hyphenate, Twiggy. Taking to Burberry’s newly unveiled SS26 campaign, she wears its slim-fitting, mod-ish silhouettes, grinning mischievously at Sam Rock’s camera while donning a python-printed calfskin mid-length coat. The eclectic energy of the zeitgeist’s music is channelled through the casting of musicians Sonny Ashcroft and Albert Cocker who embrace the collection’s unexpected pops of colour in visuals directed by Lane & Associates. For a heritage label renowned for reliable outerwear, it’s only fitting that its summer rainwear also hits the mark – with sleek silk bomber jackets, classic Harrington jackets and belted trenches, one with tarot cards emblazoned across its exterior – offering a tongue-in-cheek take on the classic gabardine signature.

Set against a pristine white backdrop, models Sora Choi, Ella Dalton and Maya Wigram flaunt “neat and narrow” streamlined silhouettes rendered in mohair, denim, whipstitched leather and colour-blocked Burberry check. Then, acting as the finishing touch, accessories complete with exaggerated fringing lend a fun bohemian feel to the celebratory, retrospective looks. See you at Glastonbury, in head-to-toe Burberry. EO’G

DKNY

DKNY’s SS26 campaign comes to life in stark, cinematic black-and-white, placing Hailey Bieber at the heart of a downtown New York loft alive with creative energy. Shot by Mikael Jansson, the series captures the interplay of shadow and light across raw brick walls, worn wooden floors and scattered canvases, giving the images an immediacy that feels both lived-in and electric. Bieber moves through the space with ease, leaning against windows that frame the city skyline, perched on vintage stools, or pausing amidst stacks of sketches and paint. The set’s layered textures – from rough-hewn beams to polished metallic accents – contrast with her effortless poise, making every frame feel tactile and immersive. Eyewear, bags and the DKNY x Yankees cap punctuate the monochrome palette, acting as visual anchors amid the fluidity of the loft. Each shot feels spontaneous yet deliberate, a portrait of New York energy captured through movement, light and the rhythm of an artist’s playground. Emily Phillips

MAX MARA

Max Mara’s SS26 campaign, photographed by Craig McDean, stages the modern woman amid a dreamlike Rococo-inspired dream world. Set design by Stefan Beckman transforms spaces with sweeping curves, gilded accents and exaggerated architectural flourishes, creating a theatrical tension between delicate ornamentation and the clean, structured lines of the collection. Model Mia Armstrong moves through this suspended reality with quiet authority, her gestures precise against swirling backdrops and reflective surfaces. Stylist Tonne Goodman balances the sparseness of sharp tailoring with unexpected textural bursts, keeping the focus on Armstrong’s poise within the opulent environment. The campaign feels like a dialogue between solidity and fantasy: the grounded presence of the Max Mara woman contrasting with her ethereal surroundings. Each frame pulses with visual rhythm, from angular silhouettes casting long shadows to the luminous highlights bouncing across gilded forms, creating a delicate, cinematic interplay of imagination and reality. EP

Valentino

The SS26 Valentino campaign, shot by Willy Vanderperre, suspends time in a historic interior, capturing the precise instant before gravity takes hold. Models hover mid-motion, limbs extended or angled against ornate columns, their silhouettes stark against high ceilings, arched windows and textured walls. Light spills across worn stone and polished wood, cutting dramatic shapes that both reveal and fragment the body. Alessandro Michele’s vision materialises in each frame: a choreography of hesitation, weight and support, where the architecture itself seems to cradle – or threaten – the figures. Styling by Jonathan Kaye highlights structural tension, with layered fabrics and tailored drapery flowing in defiance of verticality. In the accompanying video, the camera drifts, circling the suspended figures, turning stillness into movement and transforming the moment before a fall into a study of interdependence, vulnerability and the invisible forces that hold us. EP

Chloé

Shot by Sam Rock along a windswept, rugged coastline, Chloé’s SS26 campaign captures six women moving through sand, rock and tide from the first spark of dawn to dusk, when the sun slips behind the horizon. That horizon stays wide and uninterrupted, framing Awar Odhiang, Jacqui Hooper, Julia Stegner, Noor Khan, Song Ah Woo and Stella Hanan against shifting skies and rolling surf.

Morning scenes are crisp and pale, fabrics lifting in the sea breeze as the sun sits low and cool. By midday, light sharpens; pastels glow against sun-warmed skin, and silhouettes ripple as the women run along the shoreline or stand ankle-deep in water. As dusk settles, the palette deepens into honeyed tones, the ocean reflecting streaks of gold and rose.

Romain Wygas’ accompanying film extends the mood, following close gestures and shared glances as wind tangles hair and hems. The result is immersive and elemental – a portrait of connection shaped by salt air, light and open space. EP

Sportmax

Sportmax’s SS26 campaign unfolds inside a stark brutalist villa just outside Paris, where concrete planes, sharp angles and monumental windows frame the woman in motion. The architecture is uncompromising: raw surfaces, rhythmic staircases, long corridors that stretch perspective and scale. Against this backdrop, the figure moves with purpose, her gestures precise as light cuts across sheer layers and architectural tailoring.

Translucent fabrics catch the air, revealing overlapping prints and botanical motifs that appear to drift across the body like suspended pigment. Volumes expand and retract against the rigidity of concrete walls; proportions shift as silhouettes pass from shadow into glare. The camera tracks her through thresholds and open terraces, grounding the collection in lived space rather than abstraction.

It’s a study in calibrated movement – fabric against stone, softness against structure – where clothing and architecture mirror one another in line, construction and controlled dynamism. EP

Karl Lagerfeld

Karl Lagerfeld reunites with Paris Hilton for SS26, staging the campaign inside the Maison’s headquarters at 21 Rue Saint-Guillaume. Photographed by Chris Colls, the imagery moves through Karl’s historic rooms – mirrored walls, monochrome interiors and graphic architectural details providing a sharply defined backdrop.

The main line leans into crisp black-and-white, with Hilton framed against sweeping staircases and tall Parisian windows. Karl Lagerfeld Jeans injects saturated pops of color, shifting the mood to something more playful and digitally charged. For Karl Lagerfeld Paris, the palette softens into a bright, spring-inflected clarity.

Sean O’Pry fronts the men’s offering, his presence pared-back and assured, culminating in a hero image shot outside the headquarters’ façade. Across stills and motion, the campaign blends Hilton’s high-gloss persona with the maison’s clean lines and graphic codes – a dialogue between legacy interiors and contemporary energy. EP

Tom Ford

Tom Ford’s latest campaign, conceived by Haider Ackermann and photographed by Drew Vickers, unfolds in near darkness, punctuated by the sharp strike of flash. The images feel distinctly nocturnal: black backgrounds dissolve into shadow while satin, polished leather and bare skin catch the light with high-contrast clarity. The lens moves restlessly – isolating a shoulder, the curve of a back, the line of a leg – before pulling out to reveal the full vertical silhouette.

At the centre, Susie Cave commands the frame with a cool, unwavering gaze. The flash skims across her features, sharpening cheekbones and illuminating the sleek fall of fabric against her body. There’s a controlled stillness to her presence that anchors the narrative, even as the camera circles and closes in.

Pol Schwinzer, Mila van Eeten and Melany Rivero appear in similarly intimate studies, their gestures restrained, their proximity to the lens charged. Makeup by Lucy Bridge and hair by Tom Wright heighten the polished, nocturnal mood – a study in texture, light and desire held just beneath the surface. EP

Wooyoungmi

Lensed by Alasdair McLellan, Wooyoungmi’s SS26 campaign unfolds across a sun-drenched countryside estate, where light and shadow play over expansive windows, polished floors, and leafy terraces. Edie Campbell commands the frame, perched elegantly on windowsills or reclining in the grand sitting rooms, her posture effortlessly balancing aristocratic composure with summer ease. Joel K, Max Knott, Taylor Hanbury and Boy Dijkhuis populate the estate alongside her, their gestures poised yet relaxed, creating a tableau of refined leisure.

Light fabrics ripple with the breeze, from shrunken silk-viscose tailcoats to striped retro-inspired knits and delicate camisoles, their translucence catching the sun and softening the formal lines of classic tailoring. Across stills and film, the estate itself becomes a co-star, its airy rooms, terraces and verdant gardens amplifying a study of elegance, lightness and modern aristocratic poise. EP

Loewe

Jack Mccollough and Lazaro Hernandez have just dropped their debut campaign for Loewe. Featuring a host of young actors such as Talia Ryder and True Whitaker, as well as the recently named brand ambassador Isla Johnston, the multimedia campaign has been shot by US-based photographer Talia Chetrit. Speaking on the release, the brand said the casting was comprised of people “whose energy and auteurship, and ways of turning physical prowess and presence into an art form, mirror both Loewe’s ethos and the collection’s joyous spirit.”⁠ BK

Zegna

Unrestrained nature meets refined design in the SS26 Zegna campaign The Winter Garden. House ambassador Mads Mikkelsen lounges around the visionary winter garden designed by architect Pietro Porcinai for the Zegna family – a gem of interior design meeting founder Ermenegildo Zegna’s timeless style and charisma. Taking centre stage in the campaign are Zegna’s extraordinary fabrics: the house’s rarest wool fibre, Vellus Aureum, is here paired with SecondSkin leather in elegant pieces made to bridge over generations. Captured at the intersection of domestic life and a journey into the wild, the campaign is an ode to heritage that never stops blooming anew. CNB

McQueen

Photographed and directed by Harley Weir, McQueen’s SS26 campaign unfolds within a twilight landscape where scorched earth meets sculpted structure. An otherworldly set by Shona Heath – charred textures, looming bone-like trees, dense haze – frames five women as elemental forces moving through smoke and shadow.

Caroline Polachek, Celeste and Amy Taylor appear alongside Alex Consani and Sora Choi, their presence direct and unfiltered. The camera moves in tight, catching heat on skin and the sharp precision of tailoring before pulling back to reveal silhouettes cut against a dim, amber sky. There’s tension in every frame: fabric whipped by unseen wind, boots grounded in ash, bodies lit by a low, smouldering glow.

Under the creative direction of Seán McGirr, the imagery amplifies extremes – raw terrain colliding with exacting construction – forging a portrait of collective strength that feels incendiary, physical and entirely uncompromising. EP

Church’s

Starring Theo James, Church’s’ SS26 campaign returns to the manor for a study in mundanity, ritual, routine and the quiet theatre of British country life. Lensed by Phil Poynter with creative direction by David James, the story – dubbed A Day In The Life Part II – unfolds across a stately English estate from dawn to dusk. Morning begins beneath a grand portico, where James sits at a café table tapping at a typewriter, loafers propped neatly against stone columns. He later descends a sweeping staircase, escorting pot-bellied piglets across manicured grounds, polished monk straps glinting against gravel. There are binocular moments on the lawn, a bird of prey poised on his arm and a detour inside to tinker with a vintage motorbike beneath chandeliers. By evening, in black tie and oxfords, furniture is shifted aside for an impromptu game of lawn bowls indoors. The black and white campaign explores the charm of repetition and eccentricity – everyday gestures elevated through craftsmanship, heritage and a distinctly English sense of play. EP