This season, fashion houses are reinventing the way they present their collections. Each campaign becomes a story, a setting, or a staging: from Chanel’s Villa La Pausa to KidSuper’s lunar flights, fashion is experienced as an immersive adventure.
The Collective at Valentino
Valentino’s Spring 2026 campaign, imagined by Alessandro Michele, highlights the idea of dependence and collective support, in contrast to the myth of individualism. It explores human vulnerability through suspended images, symbolizing falling and the need for others to lift us up. The garments, with romantic and vintage influences, mix lace, fluid volumes, and elegant silhouettes, reinforcing this sensitive aesthetic. The campaign celebrates community as an essential strength.
Sport at Ralph Lauren
Inspired by the world of sport and camaraderie, Ralph Lauren’s spring campaign showcases a dynamic youth driven by team spirit. The images capture collective energy, balancing performance and shared moments, while staying true to the brand’s American heritage. The clothing—“varsity” jackets, cozy sweatshirts, and pieces with preppy accents – embody a style that is both casual and athletic.
Villa La Pausa at Chanel
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For his first campaign as Chanel’s artistic director, Matthieu Blazy chose to photograph the Spring 2026 collection at La Pausa, Coco Chanel’s historic Mediterranean villa on the French Riviera. Shot by Alec Soth, the series features a group of models who appear to “inhabit” the spaces—stairs, rooms, and gardens. The clothing plays on the tension between masculine and feminine, combining tailoring, daywear, and evening pieces while staying rooted in the freedom of movement central to the house’s aesthetic.
A Story Within a Story at Prada
Prada subverts traditional codes by showing photographs held in hands, like objects to be observed. This mise en abyme questions how we view and consume fashion, with a highly artistic approach. The campaign features well-known figures such as Hunter Schafer (Euphoria), Levon Hawke (Blink Twice), Carey Mulligan (The Great Gatsby), and Damson Idris (Snowfall), contributing to this visual reflection. The garments, with precise cuts and sophisticated silhouettes, fit within this intellectual and contemporary aesthetic.
Reaching for the Moon at KidSuper
KidSuper’s seasonal campaign, titled The Boy Who Jumped the Moon, immerses viewers in a narrative universe where a boy dreams of touching the moon and believes he can reach it using balloons, kites, and old engines. It blends fashion, art, and storytelling within hand-painted sets that tell the story in multiple scenes. The clothing—pieces adorned with illustrations from the tale, scribbled shirts and shorts, leather jackets, and moon-themed patterns challenging tailoring—bridges childhood imagination and couture creativity.
Giorgio Armani at Giorgio Armani
For the first time, Giorgio Armani’s campaign was photographed in the Milanese residence of the late founder, giving the series an intimate and contemplative atmosphere, almost like a final glance at his personal world. It features models Vittoria Ceretti and Clément Chabernaud in this domestic setting, far from typical fashion backdrops. The clothing comes from the spring-summer ready-to-wear collection and focuses on fluid cuts, understated elegance, and timeless sophistication. This campaign also honors the designer, who passed away last year, through this personal and lived-in environment.
A Spring Celebration at Tommy Hilfiger
Light jackets, layered pieces, preppy details… Tommy Hilfiger showcases the concept of “living well” with an intergenerational cast including Patrick Schwarzenegger (Arnold Schwarzenegger’s son), Lionel Richie, Iman, and MGK. Directed by Roman Coppola, the campaign features a large party inspired by Tommy Hilfiger’s own life.
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Featured photo : Ralph Lauren
