The AW25 fashion campaigns you need to know about

Autumn/winter is fashion’s most evocative season - layered, tactile, and cinematic. As the air cools, layers deepens: coats become statements, knits clash with unadulterated kitschiness and every outfit feels somewhat curated - even if its been haphazardly thrown on in the morning while it's still dark outside.

The season is all about the snug joy of a rollneck under a trench, a silk skirt beneath shearling or biker boots that you can hear stomp from a mile away. Loud, heavy and deliciously swaddle-worthy.

All these cocooning motifs are effortlessly captured in luxury campaigns, whether shot in dusky London light or cosy firelit rooms. After all, ‘tis the season for the Burberry outerwear to shine, alongside the Gucci jacquard jumpers, Prada nylon waterproofs, Chanel tweed and Saint Laurent leathers.

Discover the hottest AW25 campaigns below and inhale the visual genius of brands looking forward to the chillier season ahead.

The Biggest AW25 Fashion Campaigns:

Tiffany & Co.

Tiffany & Co. has unveiled its 2025 holiday campaign, Love Is a Gift, starring global ambassador Anya Taylor-Joy. Directed by Jonas Lindstroem with stills by Carlijn Jacobs, the campaign exudes cinematic sophistication. From New York, the brand’s birthplace, to London and Tokyo, actress Anya journeys through a world of connection, capturing intimate exchanges of the iconic Tiffany Blue Box and the timeless joy of giving.

DKNY

Starring the ever-so chic Hailey Bieber, who is also the brand's new global face, DKNY's latest AW25 campaign is an ode to New York street style, redefined through the It-girl's lens. Featuring reimagined classics from the DKNY est. 1989 capsule as well as new silhouettes, the whole collection is a dreamscape perfect for the colder months.

Michael Kors

Michael Kors’ AW25 campaign, shot by Lachlan Bailey in Rome, stars actors Suki Waterhouse and Logan Lerman. Styled by Emmanuelle Alt, the muses showcase statement outerwear, fringed details, and updated Nolita and Hamilton bags amid iconic backdrops, from Piazza Navona to the Spanish Steps, celebrating timeless style and adventurous, main-character dressing.

Miu Miu

Kylie Jenner and Irina Shayk take centre stage for Miu Miu's AW25 campaign. Pale pink accents in the form of plush cashmere knits and leather accessories pop against black leather, cut to classic trench and mini skirt silhouettes. An exploration of femininity, the house's latest offering is set in a glowing interior space, allowing all eyes to fall on this season's must-see staples.

Louis Vuitton

Louis Vuitton has unveiled its autumn/winterr 2025 campaign starring Emma Stone and Hoyeon, captured by Ethan James Green. Set in a Paris train station, the campaign channels the romance and anticipation of travel, echoing Nicolas Ghesquière’s runway show at Gare du Nord. Highlighting the new Express bag, a modern tribute to the original Speedy, the collection blends elegance, adventure, and timeless design. The Hollywood actresses embody the spirit of wanderlust and style, representing the house’s enduring legacy of sophisticated travel.

Fendi

Silvia Venturini Fendi celebrates Fendi's centenary by marrying playful, personal memories with a forward-looking vision. The brand's AW25 campaign honours five generations, transforming Milan’s Spazio Fendi into a mirage of the original Roman atelier, where glamour, family legacy, and Cinecittà allure once intertwined behind wood-panelled doors.

KNWLS

For the brand's latest AW25 offering, KNWLS channels off-duty It-girl grit with a collection that fuses 2000s casual cool with high-concept fabrication. Iris Law and Shivaruby Premkanthan model anatomical mesh, corseted minis, and pearl-sheen puffers in a moody modernist home. Acid-washed leggings, flocked denim, and smocked leather add tactile edge, while jagged-toe boots nod to medieval armour.

McQueen

Channelling 19th century rebels such as Oscar Wilde, Vesta Tilley, and Romaine Brooks, Glen Luchford’s latest campaign for McQueen is pure drama. Bodies in motion, bathed in ethereal light, celebrate freedom, fearless expression, and the thrilling clash between tradition and daring transgression.

Roger Vivier

La Vie Parisienne, Roger Vivier’s Autumn 2025 pre-collection, conceived by Gherardo Felloni, is a seductive homage to instinctive elegance and unapologetic individuality. Shot in a hotel nestled among the quiet Parisian streets, the campaign captures women who defy definition - actresses Louise de Blegiers, Zoé Adjani, and Léa Rostain. Iconic styles are subverted: burgundy Belle Viviers, rattan-like woven leather, hybrid sneakers, and glimmering Mary Janes.

Maje

For AW25, Maje blends Parisian chic with New York edge, reimagining its signature style through bold contrasts and sculptural silhouettes. Judith Milgrom draws on 1950s American campus fashion and modernist architecture to fuse preppy touches with leather cool. The result is a collection that’s confident, refined, and unapologetically Parisian.

Taller Marmo

Taller Marmo’s Pre-Fall 2025 campaign, shot by Francesco Scotti and starring Lindsey Wixson, pays tribute to Henry Clarke’s iconic 1960s–70s fashion photography. The final chapter in a photographer-inspired trilogy, the collection channels Clarke’s jet-set elegance - celebrating the curious, confident woman who travels the world with effortless glamour.

Tod's

Tod’s fresh new campaign, shot by Theo Wenner, captures the warmth of Italian living at Villa Colucci in Apulia. Directed by Kevin Tekinel and Charles Levai, the visuals blend elegance and ease - poolside moments, garden lunches, and sun-drenched interiors celebrating spontaneity, connection, and timeless Mediterranean sophistication.

Graff

Graff's latest campaign Endless Summer, is a sparkling celebration of brilliance, vibrancy and sunlit splendour. Expect a striking array of jewels spanning radiant yellow diamonds and gold - bathed in a high summer glow beneath azure-coloured skies. Yellow diamonds take centre stage in the dazzling collection, beautifully bolstered by yellow accents, white snow-set round pavé diamonds and pear-cut silhouettes.

Messika

Messika's AW25 shoot was brought to life under the artistic direction of Ezra Petronio and features the house’s hero pieces across Move, My Twin and Fiery. Models submerged in glistening pool water showcase the dazzling jewels in all their glory, spanning gold necklace to jewel-encrusted chain bracelets and more.

SHUSHU/TONG

SHUSHU/TONG’s AW25 collection, inspired by Diane Arbus’s Identical Twins, explores duality, selfhood, and female empowerment. Through sharp yet delicate silhouettes, it tells the story of two girls, mirrors and opposites, growing together and apart, embodying the strength, complexity, and multidimensional essence of modern womanhood.

Rebecca Vallance

Launching in stores mid-July, Rebecca Vallance’s AW25 collection blends sculptural tailoring with romantic detailing. Inspired by nature and architecture, the range showcases bold prints, refined silhouettes, and rich hues like burnt red and periwinkle. A celebration of modern femininity, it’s crafted to empower with elegance and ease.

Kurt Geiger

Winter just got warmer with Emily Ratajkowski fronting Kurt Geiger’s bold new autumn/winter campaign. Shot by Laura Coulson in a sunlit alpine setting, the collection reimagines iconic accessories in faux fur, rich tones and crystal embellishments. From rainbow-bright Kensington bags to snow-stopping, all-black boots, it’s a playful, high-impact take on winter glamour with a distinctly London edge.

ALÉMAIS

For AW25, ALÉMAIS presents Madre - a romantic yet irreverent ode to the Italian countryside, charting a woman’s journey from adolescence to matriarch. In collaboration with Sydney’s Studio A, it celebrates artistry, inclusion, and transformation, with storytelling woven into every garment.

Tommy Hilfiger

Tommy Hilfiger revs up for AW25 with its campaign titled 'The Hilfiger Racing Club', starring Nicholas Hoult and Claudia Schiffer. Shot by Glen Luchford, the campaign fuses retro motorsport glamour with modern prep, serving up sleek style, high-energy activations, and a bold reinvention of the preppy social calendar.

Kate Spade

Spotlighting its latest staple, The Duo, Kate Spade’s AW25 campaign pairs the bag with Gen Z icons Ice Spice and Charli D’Amelio. The autumnal campaign also introduces singer Laufey as a new face of the house, creating a star-studded, irresistibly shoppable moment from the beloved brand.

Kismet by Milka

Kismet by Milka launches a milestone collaboration with international style icon Kate Moss. The AW25 campaign fuses Moss’s trailblazing aura with the brand’s signature pieces, creating a celebration of individuality and effortless edge. By showcasing her in its most emblematic designs, the brand sets a cultural marker - an icon stepping into the world of iconic design.