A fashion campaign isn’t just about the clothes. At their best, campaigns create a 360-degree universe that brings together different artistic disciplines to shape the true meaning of each fashion house: they construct identities and establish narratives that translate the emotions of the runway into single images. For the Fall/Winter 2026 campaigns, the union between fashion and photography seems more relevant than ever.
From the intimacy of a portrait to the grandeur of a mountainous setting, the strongest campaigns of the season help us understand clothes as something that doesn’t exist in isolation. They become part of a landscape or a psychological state, or even an intangible thread connecting the history of a fashion house with its contemporary vision. These are the 11 campaigns that, through photography, casting, setting and visual storytelling, manage to give clothes an identity and a voice of their own.
Alexander McQueen
With its campaign, the British fashion house delves into the inner workings of performance and its psychological dimension, exploring the tension between razor-sharp silhouettes and fluid dresses that drift softly away from the body. Photographed by Glen Luchford, Alexander McQueen’s campaign blurs the line between character and actor, using deeply intimate and psychologically evocative images as its toolkit. But the collection’s emotional charge doesn’t stop there: traces of Lee McQueen’s legacy can be felt throughout, not only in the designs but also in every frame.
Acne Studios
If anyone knows how to reinforce the value of simple pieces, it’s Acne Studios. For its thirtieth anniversary, the Swedish house brings back the material that helped shape its iconic identity: denim. Through this campaign, photographed by none other than Nan Goldin, the brand highlights the enduring relevance of a good pair of jeans, a garment that, rather than functioning as a costume, becomes a piece of identity shaped by time and wear.
Bottega Veneta
Photographer Juergen Teller and Louise Trotter seem perfectly in sync in Bottega Veneta’s campaign. As usual, the Italian house plays with the contrast between grandeur and intimacy, but this time Teller has been invited into the game. And, man, does he know the rules. The images are defined by the tension between background and foreground. Together, the fashion house and photographer make Brutalist buildings and carefully curated interiors in Milan engage in an organic dialogue with the campaign’s main focus: the pieces themselves.
Chloé
Representing how womanhood is meant to feel has always been Chloé’s language, especially since Chemena Kamali arrived at the maison. The campaign serves as an ode to the most mythical and organic expressions of femininity. While the models’ silhouettes seem to blend constantly into their bucolic natural surroundings, the landscape itself becomes a narrative device, helping to construct the vision of femininity that Kamali has sought to reinforce.
Loewe
In photographs by Talia Chetrit, the vibrant colours and dynamic volumes allow the new pieces in the collection to become elements of the breathtaking Mont Blanc landscape. Through this interplay between fashion and nature, the garments become an extension of the background itself, blurring the boundaries between human craftsmanship and its natural surroundings and sources of inspiration.
Maison Margiela
Evoking the atmosphere of an old horror film, Maison Margiela turns fashion into a landscape that reflects the inner crisis of its protagonist, Rebecca Hall. Surrounded by multiple mannequins of herself, the protagonist moves through an uncanny world in which different gowns from the maison’s collection are constantly revealed. The piece blurs the boundaries between fashion and identity, making the garments feel less like ornaments and more like extensions of the character’s fractured state of mind.
Mugler
Through Robi Rodriguez’s lens, the campaign continues an ongoing exploration of the stigmas and clichés that help shape the Mugler universe and the vision of femininity it seeks to portray. The campaign consists of a series of photographs starring Vivian Jenna Wilson, showing how female empowerment and lust can coexist within the same body.
Saint Laurent
Shot by Juergen Teller under the creative direction of Anthony Vaccarello, the campaign becomes a dialogue between opposing elements, built around the constant tension between electric colours and sculptural silhouettes, which clash harmoniously with the minimalism of the backgrounds.
Tom Ford
As Haider Ackermann, the brand’s creative director, explains, he uses the campaign as a lens that magnifies the emotions and thoughts conveyed by the fashion show. The designer employs a diverse cast and a pure, direct photographic language to reinforce the human dimension of both the campaign and the collection. The physicality of performance is no longer necessary: the subjects themselves, together with what they wear, are enough to express who they are.
Versace
Steven Meisel constructs a bridge between past, present and future. The Versace campaign continues the brand’s ongoing narrative, drawing from its visual heritage while preserving its timeless vision and reaffirming the unapologetic power that defines the classic Versace woman and man.
Vivienne Westwood
The Vivienne Westwood campaign, photographed by Juergen Teller, brings back the core of what the house has always stood for: that uncomfortable tension between the new and the old, English punk and Victorian England, the working class and the aristocracy, protest and humour. This time, the campaign transforms a Rococo furniture showroom into the perfect setting for its ironies. The models also play an essential role in carrying on the satirical spirit of the collection, bringing together the glamour of historical references with the boldness of the punk movement.
