From sun-drenched countryside tableaus to moody, cinematic portraits, the latest luxury campaigns for Summer, Pre-Fall, and Fall/Winter 2025 are more than just marketing—they’re mood boards for the moment. Here’s a look at the campaigns setting the tone this season.
Campaigns that tell a story
In an era of endless digital scrolls and fleeting fashion headlines, the art of the fashion campaign still holds its ground. More than runway spectacles or viral celebrity moments, campaigns often act as a brand’s most intimate statement—where vision, mood, and narrative converge. And in 2025, these visual productions are nothing short of cinematic.
Luxury brands are unveiling their Summer, Pre-Fall, and Fall/Winter 2025 campaigns with a sharp focus on storytelling. These aren’t just product showcases; they’re carefully curated narratives layered with emotion, texture, and tone. The use of filmic direction, artful styling, and familiar (and surprising) faces makes them hard to ignore—and impossible to forget. In fact, many of these campaigns hint at a collection’s emotional essence long before the clothes hit the shelves.
From sun-dappled meadows and surreal studio sets to gritty cityscapes and black-tie opulence, this season’s fashion imagery speaks volumes. Each house offers its own visual language, but the theme across the board is clear: fashion is emotion, and campaigns are where that feeling comes alive.
A sunlit summer in style
Chanel, always steeped in elegance and heritage, returns with its 2024/2025 Métiers d’art campaign, shot by Mikael Jansson. Featuring Liu Wen, Tilda Swinton, and Lulu Tenney, the campaign carries a timeless, almost mythic quality. Each portrait feels like a memory—half-dream, half-documentary—framing the intricate craftsmanship of the collection in a soft, glowing light.
Bally, meanwhile, leans into heritage with its aptly named Brand Heritage campaign. Shot by Alessio Boni and starring Garrett Neff, Gabriel Aubry, and James Turlington, the images are nostalgic but polished. With classic menswear silhouettes and Swiss sensibility at the forefront, Bally reminds us that sometimes the future lies in honoring the past.
Burberry takes a bolder approach. The Festival campaign, lensed by Drew Vickers, features a lineup of cultural icons—Liam Gallagher, Goldie, Chy Cartier, Seungmin, and Loyle Carner—bringing the brand’s British identity into a fresh, musical dimension. It’s loud, raw, and unmistakably Burberry. Louis Vuitton offers quiet luxury in its High Jewelry campaign, starring Ana de Armas and captured by Sølve Sundsbø. Dramatic lighting, sculptural poses, and radiant stones create a visual language of opulence that’s both futuristic and grounded.
Elsewhere, Rabanne embraces dreamlike minimalism with a campaign directed by Emmanuel Cossu and shot by Melissa de Oliveira. It’s hypnotic and sparse—an exploration of shapes, light, and space that complements the house’s metallic-modern aesthetic. Alaïa brings back supermodel power with Anok Yai and Binx Walton, photographed by Tyrone Lebon. Stark, architectural backdrops and strong silhouettes reinforce the house’s signature femininity with a quiet sense of power. And then there’s Saint Laurent, which flips expectations entirely. Shot by Martin Parr, the Summer 2025 campaign uses his signature satirical documentary style to deliver something rare in fashion: humor. Sharp suiting and stark beaches meet candid, almost awkward framing—a clever subversion that feels entirely Saint Laurent.
Fall stories and cinematic turns
As the season shifts, the campaigns take on a deeper, more introspective tone. Emilia Wickstead’s Pre-Fall 2025 campaign, featuring actress Thomasin McKenzie, is intimate and reflective. Shot by Phil Hewitt, the visuals channel the quiet poetry of autumn, where modest silhouettes and muted tones carry emotional weight.
Givenchy taps Kaia Gerber for its Fall 2025 campaign, bringing cinematic tension and modern glamour. Directed by Halina Reijn, the visuals are noir-ish and suggestive, echoing the dark romanticism that has defined the house in recent years. Loewe continues to excel at creating fashion moments that feel culturally resonant. In its Fall/Winter 2025 campaign, Josh O’Connor, Greta Lee, and Stéphane Bak come together in a dreamlike ensemble, photographed by Gray Sorrenti. It’s weird, wonderful, and quietly profound—much like Loewe itself. Balmain goes maximalist for Pre-Fall 2025, with Winter Vandenbrink behind the lens. Sculptural clothing, saturated colors, and architectural poses turn each frame into a visual feast. It’s clear that Balmain is leaning into theatricality—and making no apologies for it. Amiri, on the other hand, offers something cooler and more grounded. Bon Duke captures the brand’s Pre-Fall campaign with an emphasis on urban ease and elevated basics. There’s a youthful nonchalance here that speaks to Amiri’s ongoing appeal among a generation of creatives and downtown style-setters.
Looking forward: resort and beyond
Already hinting at the year ahead, Louis Vuitton Men’s Resort 2026 campaign offers a glimpse of what’s next. While campaign visuals are still tightly under wraps, early previews suggest a continuation of LV’s clean, sculptural menswear ethos—forward-thinking but anchored in luxury.
As the seasons evolve, so too do the ways brands communicate with their audiences. These campaigns don’t just sell clothes; they build identity. Whether it’s a heritage house redefining its image or a new direction from a creative director, campaigns remain one of the most potent expressions of a fashion brand’s soul.
If runway shows are theater, then campaigns are cinema—intimate, deliberate, and made to be experienced again and again. From the golden light of summer picnics to the dramatic mood of fall’s changing skies, the 2025 campaign season proves that fashion is as much about storytelling as it is about style. And if you’re looking for inspiration—whether you’re reimagining your wardrobe or your mood board—these campaigns offer something more lasting than a passing trend: a vision.
