Visual storytelling and interdisciplinary dialogues characterize the communication of the change of season. Between avant-garde photographers and global celebrities.
The curtain rises on the new creative season. The fashion houses talk about their new visual identity, combining wardrobe and talent. In the era of artificial intelligence, style continues to believe in the real image.
Burberry
It is the British brand par excellence and for the warm season it has chosen to converse with music. Burberry looks to the English music scene and captures its innovative spirit as the creative director, Daniel Lee, explained, “Music transcends borders, blurs lines and defines the codes of fashion. It is self-expression, originality and a sense of belonging”. An attitude interpreted by Twiggy, the unforgettable model and actress of the Sixties, together with the models Maya Wigram, Sonny Ashcroft, Filip Bryndza, Sora Choi, Albert Cocker, Ella Dalton, Shuqi Lan, Ahmed Richards and Raika Sales. The result is the design of a visual identity that combines history and avant-garde. On the one hand, key pieces such as the Summerside, Rayne and Isleworth trench coats, which recall an archive detail from 1927; on the other, a clean and tapered silhouette, which marks a return to slim, mod-inspired tailoring.
Etro
While waiting to find out who the next creative director will be, the most accredited name is that of Davide Marello, Etro’s Spring/Summer 2026 campaign is based on the dialogue between the fashion house and art, involving the Spatial Artist & Designer David Curtis-Ring. Etro Flux is the title of the visual project, which brings nomadic inspiration into multisensory landscapes, made with recycled materials to enhance archive fabrics. The models Sandra Murray, Luana Guimaraes, Ante Padovan pose in front of Dario Catellani’s lens.
Ferrari
Rocco Iannone, Ferrari’s creative soul, continues to build the visual imagery in the spaces of Maranello. The material research and construction of the wardrobe start from the values of speed and perfection of the Cavallino to arrive in an artistic dimension, where the clinical and technological space welcomes the purity of the cuts and the physicality of the wardrobe. The models interpreting the project are Rosalieke Fuchs, Diane Chiu, Athiec Geng, Vasko Luyckx and Bai Ruien.
Givenchy
This season too, Givenchy relies on an ensemble cast to represent the mood of the Spring/Summer 2026 collection. The result is a portfolio of personalities that goes beyond the shot to define identities and characteristics. Thus creative director Sarah Burton relies on the Collier Schoor lens to immortalize the queen of photography, Annie Leibovitz, the artist Isabelle Alburquerque and the models Selena Forest, Kaia Gerber and Liu Wen.
Michael Kors
French Riviera and celebrities. It’s the perfect combo for Michael Kors’ summer campaign. The photographer is Australian Lachlan Bailey, who defines an effortless and cosmopolitan elegance. “Breathtaking natural beauty, rustic charm, effortless glamour: Saint Tropez has it all,” explained designer, Michael Kors, “It’s the perfect backdrop for our spring campaign, which is all about relaxed sophistication. I couldn’t be happier with how Suki Waterhouse and Danny Ramirez brought the collection to life.”
Missoni
Alberto Caliri guides Missoni’s creativity with clarity and continues the story of a material, chromatic and body-conscious style. The Missoni Spring/Summer 2026 advertising campaign, in fact, delves into the story started with the show presented in Milan in the colonnade of Palazzo del Senato. An intimate summer, told in close and clear shots, shot in the studio by Julien Martinez Leclerc with styling by Marie Amélie Sauvé.
Ermanno Scervino
Masculine tailoring and femininity intertwine in Ermanno Scervino’s new advertising campaign. The result is an image of a versatile and casual woman, who steals the items she likes most from his wardrobe, while wearing romantic transparencies and structured denim. The scene is interpreted by top model Irina Shayk, who enhances the shots of the Swedish photographer Mikael Jansson.
Stella McCartney
Stella McCartney proves once again that activism and responsibility are part of luxury. The summer campaign, starring Yasmin Wijnaldum and shot by Sharna Osborbne in Al Kharraran National Park, highlights a wardrobe made 98% with conscious materials and 100% cruelty-free. Among the absolute innovations, FEVVERS, the plant-based material that reproduces feathers throughout and PURE.TECH, the first fabric in the world to absorb and neutralize pollution.
