January 8, 2026 |
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
Top image: photography by Catherine Opie, courtesy of Gucci.
