Among so many fashion brands, constant changes, an endless stream of fashion shows and red carpet moments, a fashion gem in the form of a campaign can sometimes get lost. It is precisely this discipline that often serves as a platform where sincere and intimate confessions or creative visions of fashion directors come to life. It is both a spectacle and storytelling. This often happens before the latest collections hit the stores, giving you a sneak peek. Fashion houses often follow the current mood with a thoughtful visual and artistic approach, combining the world of photography with short films, styling, models and faces that best represent them, or well-known personalities from the world of show business. They combine romantic ideas, light exaggeration or self-irony, or surrealism. They often draw on the brand's roots and present them from a contemporary perspective.
1. Saint Laurent
A loose continuation of last year's summer campaign, which featured model Anja Rubik. This year's version, Shades of Summer, features models Frankie Rayder, Erin Wasson, and Jenn du Puy. The campaign was created under the creative supervision of Anthony Vaccarello and photographed by Henrik Purienne, who has been working with the brand for a long time. The analog atmosphere of the vintage 1970s, sun, tanned bodies, sand, water, sea salt, and a relaxed, "barefoot luxe" vibe—freedom, natural sex appeal, and luxury without excessive stylization.
2. Mugler
The reissue of twenty-four looks from the brand's archives (from 1985–2000), including ready-to-wear and couture, represents a fictional reconstruction of the brand's collaboration with actress Sharon Stone in 1992, who was part of the fashion show at the time. The mood is based on a "sexy thriller" aesthetic, but it also aims to embody the profound transformation of the femme fatale archetype into a confident and mature woman through the personality of this actress.
"Acting is from your soul," said Stone, "modeling is from your ego." The campaign was realized during a transitional year, during the preparations of new creative director Miguel Castro Freitas, and was shot by Slovak photographer Braňo Šimončík, who also collaborates with the domestic edition of Harper's Bazaar.
3. Alaïa
Alaïa Spring's latest summer campaign is called Archetypes and features models Anok Yai and Binx Walton. It was shot by renowned photographer Tyrone Lebon in the south of France, a place where you want to be in the summer. Postmodern beauty, architectural lines, summer as a state of mind. Swimsuits, spiral-cut skirts, and signature textures—classic Alaïa's signature style and sculptural approach to cutting.
4. Loewe
The Spring/Summer 2025 collection has moved to the slightly raw and natural backdrop of Portugal in these visuals. "We wanted to create a collection that is real – fashion that is not just for the catwalk, but for real life. We celebrate craftsmanship, but also the lightness that we all seek today. The campaign environment is just as important as the clothes themselves – nature and authenticity are inseparable," commented former creative director Jonathan Anderson on the campaign. The atmosphere of the photos brings a fresh (mountain) breeze to fashion, literally.
5. Skims x Roberto Cavalli
The limited edition of this collaboration is accompanied by a captivating campaign by photographer and director Nadia Lee Cohen. She is known for her cinematic approach to photography, combining surreal elements with retro aesthetics. Here, she captures Kim Kardashian and her mother Kris Jenner in situations reminiscent of scenes from Italian films of the 70s and 80s. From relaxing by the pool to preparing breakfast at home – with exaggeration and humor and a typical playful and ironic touch. The campaign takes place on the beaches of Eleuthera in the Bahamas and features caftans and scarves with iconic prints such as Tiger Face, Light Zebra, and Fagianella.
