Despite the treachery of the COVID-19 pandemic, international fashion houses are still serving masterfully imagined concepts and star-powered imagery on the Fall 2020 campaign trail. Between Prada's candid backstage stills, Nicolas Ghesquière's friendship-inspired portraits for Louis Vuitton , and Miu Miu's multitude of artistic partnerships with the likes of Gigi Hadid , Nikolai von Bismark, and mother-daughter duo Kate and Lila Moss, this upcoming season of high-fashion promotions is sure to satisfy your sartorial cravings. Below, indulge in our top picks.
The COVID-19 pandemic may have altered Felipe Oliveira Baptista's plans for a road trip campaign concept, but revised images for the brand's fall collection, "Going Places," are equally as thrilling. Shot using socially-distanced measures, legendary fashion photographer Glen Luchford chose images from his archive with Baptista for Lara Stone, Lil Buck and Rose Valentine to recreate using similar stances and lighting. The result is a merge of modern models and vintage photography that's both timeless and refreshingly current. Stone strikes a pose reminiscent of Luchford's iconic Kate Moss shots, Buck recreates his original Luchford photo dancing atop a car hood, and Valentine dramatically stares in front of a New York subway station.
This season Kappa culls inspiration from the "new normal", harnessing the brands trademarks of tradition, innovation and expertise with updated sports and leisurewear that fuses fabrics and shapes made for modern lifestyle living. Kappa reminisces on crisp morning walks by the lake and quiet nights around the fire. Forest inspired earth-tones are joined by mustards and mahogany, rose and sky blue, for a new selection of essentials from the Authentic Banda collection. New fleece logo hoodies provide the perfect amount of cozy for sitting dockside, while intense pops of lime and fire orange offer a bright nod to the future.
Cecilie Bahnsen 's whimsical designs take a bewitching turn for the fall season. In collaboration with Swedish photographer Martina Hoogland-Ivanow, Bahnsen's latest puff-sleeved tops, chunky knits, and voluminous dresses are viewed through a darker lens. Photos of misty landscapes, caves and trees are projected onto models that are standing, sitting, or arranged in a circle. Styled with hooded parkas to bring the effect of rainfall, the campaign is both eerie and enchanting.
Moose Knuckles' fall-winter collection is heating up, thanks to Young Thug and Khelani. The musicians model the outerwear brand's brand-new Power Puff line, a range of updated puffer jackets, for its "Bring The Heat" campaign. Spotlit by club-worthy filtered lights, the duo pose in red, black, and white puffers that look equally stylish when worn properly or hanging off their shoulders. Experimental puffers in velvet and a houndstooth print also grace Khelani, while Young Thug sports neon green and mountain-printed patent styles. Whether they're on the slopes or the streets, the winterproof jackets are already set to bring the heat in the colder months ahead.
Shot by British photographer Nick Knight in his London Studio, Fendi's Fall 2020 campaign delves into the dualities of the "Fendi woman" — charting the eccentricity of her bold femininity through the polarities of color and textures in the clothing. Grounded concrete greys meet warm neutrals against blooming pastels on models Anok Yal, Maggie Chen, and Yasmine Le Bon, uniting strict formality and sensual exploration through this season's advertising imagery. A standout in the range, the updated Peekaboo ISeeU bag fuses Silvia Venturini Fendi's forward vision with the House's long-standing legacy in luxury leather.
UK-based fashion retailer MatchesFashion 's newest AW20 campaign sees models decked out in the latest fall collections from brands like JW Anderson and Bottega Veneta. The photos, which feature a recurring floral motif throughout, were shot by Rafael Pavarotti and styled by Simon Chilvers and Morgan Pilcher.
Set against a rocky outdoor terrain, Burberry 's latest campaign showcases the brand's Fall 2020 collection including a series of classic trench coats in a beige colour palette to new accessories like the Olympia bag. The natural landscape provides a backdrop that ties into Riccardo Tisci 's penchant for freedom and escapism this season.
"Recently I have really reflected upon my memories and of being at one with nature again, a dream-like journey of another time, another place," he said. "Set in an ambiguous location – you could be anywhere - like in a dream you have the freedom to make your journey what you want. You can draw from old, familiar memories and also adventure to discover new, exciting ones. With the mirroring of the truck you get this sense of reflections through the contrasting elements of the truck's raw, powerful energy with the peaceful beauty of the surrounding nature, a tension of modernity."
He assembled a cast of longtime collaborators and new faces including models Mariacarla Boscono, Sora Choi and Maty Fall Diba. Director Eli Linnetz Russell, photographer Danko Steiner, stylist Ana Steiner, Burberry Global Beauty Director Isamaya Ffrench and hair stylist Gary Gill round out the behind-the-scenes talent.
David Yurman 's classic cable bracelets are just one of the designer's trademark pieces that's been remixed for Fall 2020. Paying tribute to his early ads, Yurman's latest collection highlights brand signatures like the aforementioned bracelets, cuffs, and layered pendant necklaces, newly cast in mixed metals and set with brightly-colored stones.
The relationship between art and jewelry, as well as the transformation of light, is embodied in pieces that accentuate their wearer's personal style. The campaign is also a collaboration with stained glass artist Brian Clarke—whose kaleidoscopic works serve as its backdrop—as Yurman is a sponsor of his new "Art of Light" exhibit at New York's Museum of Arts and Design.
For Fall 2020, "ath-luxury" designer Suzie Kondi celebrates her namesake brand's two-year mark with a collection that's colorful and nostalgic. The accompanying Gillian Laub-shot campaign spotlights her signature velour, terrycloth, and cashmere separates, where a diverse cast—Jemima Kirke, Isabella Boylston and James B. Whiteside—hangs out in a deserted playground, poses in a vintage-decorated apartment, and lounges in both bedrooms and gardens for a distinctly '70s vibe.
The cozy pieces, which are offered in a range of subdued and punchy reds, blues, yellows and pinks (with pops of green and orange to boot), can be worn interchangeably or as sets—and, as the campaign indicates, look just as good in the bathtub as they do on the steps of your closest brownstone. Consider Kondi a leader for the new wave of comfortable dressing.
Club Monaco turns 35 this year, and to celebrate, the New York-based brand has launched a campaign that illustrates how far its come. Drawing inherent inspiration from the label's late '90s and early '00s campaigns in a past-meets-present depiction of who Club Monaco is today, the imagery, shot by photographer Alessio Boni and featuring models Dara Allen, Bola Edun, Liam Kelly, and Jan Carlos Diaz, reveres individual expression. Along with the campaign comes an exclusive 35th Anniversary Capsule Collection that reimagines the confident silhouettes the brand was founded on in a a collection of classic men's and women's styles.
Clarks is celebrating the past, present, and future in its Fall 2020 campaign—"THEN. NOW. ALWAYS."—with a cast of boundary-breaking creatives whose enduring determination and community-oriented ethos speak to the brand's almost-200-year-old legacy. Creative directed by Mauro Simionato, the imagery focuses specifically on the label's classic Desert Boot silhouette—the signature staple that has proven Clarks' cross-generational success and long-standing relevance. "
"Simplicity is at the root of many brilliant ideas and the Desert Boot is no exception. In the age of sustainability, we've seen a shift away from fast fashion and an attraction to quality and authenticity," explains Giorgio Presca, Clarks Chief Executive Officer. "The Clarks Desert Boot answers this call."
Bottega Veneta took a trip to the snow for its Fall/Winter 2020 campaign. Shot by photographer Tyrone Lebon, models Quinn Mora, Abbey Lee, Mona Tougaard, Sascha Uhlemann, and Tobias Dionsi showcase the unequivocal high fashion frames of the latest collection against a dark, snow-blanketed backdrop. Effervescent fabrics underscore the form-fitting silhouettes on the women's side, and boxy, dark-colored suits round out the men's, while a slew of monochromatic moments certainly deserve a double-take.
American fashion label rag & bone is paying tribute to New York City's unwavering resilience and fortuitous communities in its Fall 2020 campaign "A New York Story." An intimate series of seven vignettes, the series serves to amplify the city's diverse voices through an eclectic cast of characters— Debra Shaw, Adjua and Jabari Johnson, Keith William Richards, Morgan O'Kane, Tia Jonsson, Dien Kim, and Jordan Daniels.
"New York is our home and we wanted to celebrate the individuality and authenticity that's rooted in this awesome city," says rag & bone Founder and Chief Brand Officer Marcus Wainwright. Shot by Josh Olins, the campaign expertly juxtaposes New York's raw backdrops with the effortless, metropolitan-ready silhouettes present throughout the Fall collection.
Forward-thinking fashion label Thebe Magugu is looking back to its origins for its Fall/Winter 2020 campaign. Shot by photographer Travys Own and featuring nine of the designer's closest friends, each image serves as a reflection of the brand's South African heritage—in one image, models dance around a pot that spews bright red smoke, referencing a cultural ceremony Magugu's family performs called "Mpho Ya Badimo [Gift Of The Gods]," but also speaks to one of the visionary's favorite plays: Arthur Miller's The Crucible .
Across the imagery, flowing dresses featuring contemporary artwork contrast sharp-shouldered lavender overcoats and multi-layered button down dresses with accents of blue and red, showcasing the label's versatile tailoring expertise and signature bold colors.
In an era marked by unprecedented global challenges, outerwear lifestyle label Woolrich seeks inspiration from human perseverance for its Fall/Winter 2020 campaign, Without Borders. Centered on the work of two creative vanguards—New York-based artist Lucien Smith and worldy, multi-hyphenate visionary Ana Kras—the campaign, photographed by Josh Olins, celebrates the opportunity that comes from adversity in two immersive sets: one featuring the grit of New York City and the other showcasing a tranquil, snow-capped backdrop inspired by Mount Hood in the Pacific Northwest.
Styled by Tony Irvine, the captivating images show Smith and Kras braving the elements in signature Woolrich silhouettes, including the label's timeless Buffalo Check Jacket and the cold-defying Arctic Parka, which ultimately speak to the brand's mission of empowering life in nature.
Jimmy Choo has tapped Normal People 's Daisy Edgar-Jones to star in a series of classic images for its Fall 2020 "IN MY CHOOS" campaign. From lounging at home in a pair of low-top sneakers to stepping outside in crystal-festooned ankle boots, Edgar-Jones is the embodiment of off-duty glamour. (It's her first major fashion advertising campaign.) Creative director Sandra Choi's fall offerings make use of brand staples like sleek shapes, crystals, studs and animal textures for a collection that's both modern and timeless.
For Fall, Anna Sui sought sartorial inspiration from the supernatural heroines of '70s horror movies— Daughters of Darkness, Blood , and Black Lace , to be specific—and the result was a pleasantly possessed collection underscored by an aura of nighttime sensuality. "My Fall 2020 collection is all about nocturnal glam with a Gothic twist," said Sui in a statement.
"Very cinematic and seductive, washed in decadent versions of my favorite colors." In a similar fashion, the range's campaign imagery enlivens each hauntedly elegant assemblage in a series of eerie-yet-elevated settings. Starring Hiandra Martinez and shot by Jeannie Sui Wonders, the campaign flaunts Sui's unwavering attention to detail with custom-printed lace inclusions and form-flattering cinched waists, all the while committing to the collection's full-vamp mood board.
When a pandemic's set in and fall collection drops are approaching, what's a designer to do? If you're Vera Wang, you star in the campaign yourself. For Fall 2020, the bridal icon steps in front of the camera to model a tank top from her latest collection "LOVE." The accompanying backstage images provide a glimpse into her latest contemporary-gothic NYFW show. Most shocking is the use of color, which Wang typically veers away from. Tulle pieces in seafoam blue, lavender and a vibrant neon yellow contrast her regular all-black palette to form a collection that's both punky and romantic—and which Wang has worn herself . Consider us the newest recruits to join the Vera Wang Gang .
Daily Paper's Fall 2020 campaign is straight from the pages of a comic book—literally. Titled "Memoirs of a Parallel Universe," the imagery resembles a mini online book depicting four otherworldly, super-powered characters dealing with social, cultural and political issues like those in our own society. Models don suiting, bold animal prints, colorful activewear and sharply-draped separates, much like the brand's comic book characters—which are directly referenced in jacquard printed pieces and laser-printed denim. The ads highlight youth and futurism, neatly tying in the comic book concept through genderless clothing that everyone can feel powerful in.
Ermenegildo Zegna looks to redefine modern masculinity with its inward-searching campaign titled #WhatMakesAMan by posing the question, "What will your legacy be?" This year marks the Italian fashion house's 110th anniversary, and in honor of reaching that milestone, Zegna's latest imagery not only continues its ongoing conversation of contemporary gender roles, but also honors the legacy of its founder.
Looking to the future, the label strives to emulate the same commitment to sustainability that Ermenegildo Zegna had when he set out to plant more than 500,000 trees starting in the 1930s. Driven by the idea of giving back in its Fall 2020 campaign, the House invites people to become an active supporter of OASI Zegna, the brand's reforestation project surrounding its wool mill that now exists as a nature reserve.
Shot on the shores of Long Island's North Fork by photographer Yelena Yemchuk, the Ulla Johnson FW 2020 campaign styled by April Hughes conjures a nomadic spirit in a dreamy setting complete with dreamy ruffled frocks, languid leather separates and easy knitwear.
In the confines of 2020, British heritage brand Hunter is focused on inspiring adventure and rejuvenating humanity's appreciation for the great outdoors in its latest campaign. Juxtaposing revamped iterations of the label's signature silhouettes for Fall with the tranquil wonders of nature, the imagery incites a sudden urge to go outside and explore for yourself. Standouts in include the brand's classic boots and durable-yet-chic raincoats, while new iterations of stowaway windbreakers and essential backpacks complete each adventurous ensemble. In today's unprecedented climate, each powerful shot provides a much-needed reminder to go outside and experience the wonders of the world.
Rock n' roll gets a modern-day makeover for Amiri 's latest collection. Continuing the narrative from its AW 2020 runway show, the brand's fall campaign is set at its Paris show venue, Théâtre National de Chaillot at Place du Trocadéro. Through the lens of Ronan Gallagher, models effortlessly stroll through the streets of Paris in tweed suiting, tonal leather separates, chic bags and overcoats in hues of black, cream and tan that evoke a distinctly '70s feel. Gold and silver chain jewelry, embellished loafers, chunky sneakers and shredded denim, as well as a bold blue suede suit and marigold dress, prove that Mike Amiri's punk attitude is undeniably present.
Alexander McQueen's fall campaign is given a soft-yet-contemporary twist through the lens of Jamie Hawkesworth. Posing in front of windswept fields and faint industrial structures, Anok Yai, Jill Kortleve and Sora Choi don sharply tailored suits and billowing dresses while accessorizing with structural silver jewelry, oversized shades, and the brand's signature leather Story bag in Tall and Big. The imagery shows Sarah Burton's signature "soft armor" clothing in a new focus, simultaneously highlighting Lee McQueen's signature dark romance and hinting at modernity on the horizon.
MICHAEL Michael Kors
The latest campaign for MICHAEL Michael Kors celebrates the label's long-lasting legacy in a fusion of high-fashion and rock 'n' roll. Shot by Mikael Jansson and starring Bella Hadid, Luke Maehlmann, Kendall Harrison, and Salomon Diaz, the ads call on the powerful music genre to dramatize the collection's free-spirited nature, all of which is both equal parts carefree and upscale.
The women's range consists of paisley motifs, floral textiles, and lavish faux fur inclusions while the men's lineup commits to a signature sophistication "The campaign channels the ultimate in rock star glamour," says Kors. "The laid-back cool, the attitude and the star power."
Outerwear company Parajumpers titled their Fall 2020 campaign "For Your Journey" and used the scenery of New York's Catskills Mountains as the backdrop. Parajumpers also tapped the region's local creatives and artisans to front the campaign, which launches in conjunction with the fall collection.
Creative director Mark Weston continues to forge a new path for Dunhill with its fall campaign. Titled "The New Wave," the menswear brand drew inspiration from the iconic Blitz Club, which saw the likes of Boy George and Jean Paul Gaultier erode gendered norms to allow for an exploration of personal identities during the upheaval of '80s Britain.
The campaign is also a homage to the work of British photographer Homer Sykes who perfectly captured the chaos-fueled nightlife of elite Londoners, allowing the nature of the time to live on in a physical form. From this renewed sense of direction, Dunhill showcases its polished yet relaxed leathers as well as its sleek new Lock Bag, and ode to the classically British attaché case.
For its Fall 2020 campaign, LA-based denim label J Brand paid homage to the origin of its success: the timeless skinny jean. Shot in Stockholm by photographer Mikael Jansson and styled by Mattias Karlsson, the black-and-white imagery captures the raw beauty of the J Brand woman and the silhouette that started it all. Within the collection, the design house's innovative new fabric, Limitless Stretch denim, which stretches to twice its original size without bagging or buckling, makes its debut among the calming, natural settings. Technological innovation meets the brand's legacy in this reflective campaign, ultimately showcasing how far J Brand has come since its humble beginnings in 2004.
Artistic Director Nicolas Ghesquière invited the Maison's longtime friends and family to his photography studio, an artistic laboratory on the Quai Voltaire in Paris, to capture the creative investment in each very personal ensemble.
"I thought it would be interesting to extend my work to photography, to follow through to the end of the creative process and give the collection its final punctuation," says Ghesquière, who took up the camera for the first time this season. "In this portrait gallery, everyone is there for my own personal reasons, and I liked discovering new connections with people I knew already."
Among the 20 famous faces and well-renowned artists fronting the campaign are Léa Seydoux, Marina Foïs, Noémie Merlant, Akon Changkou, Stacy Martin, Dina Asher-Smith, Lous and the Yakuza and Sora Choi.
Miu Miu conducted a visual study on proximity among elite creatives, specifically during the COVID-19 pandemic, in a collage-constructed campaign titled "Close." Working with a selection of close-knit collaborators, the Italian label artfully displayed its broader world of high fashion in a melting pot of creatives.
Their artistic partners include Gigi Hadid and Liz Collins, who documented the high energy backstage during the Paris show in March; Nikolai von Bismark, who shot Lila Moss at home with Kate Moss and Katie Grand playing stylist; Steve Mackey, who photographed Kasper Kapica on location in London with hand-painted work by Patrick Waugh; Amber Pickerton, who took photos of young people engaging with space in London after a period of self-isolation; and Anthony Turner, Luella Bartley, Silvia Prada and Chantal Stracey, who shared their individual interpretations through hand-drawn illustrations.
A melding of identities and mediums, Miu Miu's "Close" campaign proves the uplifting power of collaboration, even if it's from afar.
The imagery of Jonathan Anderson's Fall 2020 campaign ignites the playful, carefree spirit of the London-based label's sophisticated-yet-youthful silhouettes. Shot by photographer and filmmaker Tyler Mitchell and styled by the brand's longtime collaborator Benjamin Bruno, the campaign spotlights model Toni Smith as well as Mitchell himself both centered on an olden day playground roundabout. The rusty structure starkly contrasts the modern textiles and contemporary cuts present in the fall collection, while Smith effortlessly spins Mitchell as he stands in the center steadily holding the camera.
Named The Ritual , Gucci's Fall 2020 campaign mirrors the altered perspective that inspired Creative Director Alessandro Michele's vision for the collection's fashion week presentation, where the audience got a behind-the-scenes look at the show. Following in suit, models took creative control of the imagery with the brief to simply wear each look in their daily life from the comfort of their homes and capture themselves doing so.
"I decided to let the clothes travel towards the houses of the cast of models — the characters that have embodied my stories for years; individuals I chose precisely, over time, for their uniqueness that usually brings my campaigns to life," explains Michele.
Shot by Willy Vanderperre and styled by Olivier Rizzo, Raf Simons' Fall 2020 campaign juxtaposes the intensity of nature with the simplicity of contemporary fashion. Saturated skies, some pleasantly purple and others angrily orange, provide a backdrop for the Belgian designer's sleek, monotone designs. Entranced by the otherworldly setting, models Luca Lemaire, David Musefano and Lennert De Lathauwer stand alone in a deserted wheat field, manifesting the idea that although starkly contrasting, humanity is one with nature. A collection marked by adventurous style and the reinventing of traditional garments, the campaign speaks to the futuristic nature of Simons' design techniques.
These Prada ads feature glamorous backstage imagery from the House's runway show in February during Milan Fashion Week — taken by Daniel Arnold, Gigi Hadid, Phil Meech and Kevin Tachman — but the project extends far beyond its selection of visually appealing photography. It's a call to action in collaboration with Sotheby's.
Together, the two brands will host an online auction in October where original pieces from the Prada fashion show in Milan will belong to the highest bidder. Even better, all proceeds generated will be donated to benefit UNESCO educational projects, a non-profit expanding inclusion in education for vulnerable populations around the world.
For Salvatore Ferragamo's Fall 2020 campaign, Creative Director Paul Andrew truly meant business in every sense of the word. Shaping a multi-faceted portfolio with the label's latest, sharply tailored suits and rich accessories, the models Mariacarla Boscono, Malick Bodian and Luca Lemaire enliven the visual tapestry of the season.
"I wanted to create an elevated and colorful campaign that invites the viewer to appreciate the craft and beauty in individual pieces and simultaneously appreciate the impact when the collection is coordinated into toe-to-head looks," Andrew says. "It's a campaign about the relationship between depth and surface."
- The Best Fashion Campaigns for Spring 2020 ›
- Kate Moss' Daughter Lila Grace Walks Her First Runway Show - PAPER ›
- 20 Designers Share How 2020 Changed Fashion Forever - PAPER ›
- Watch the Ulla Johnson Spring 2022 Runway Show Live ›
- Watch the Ulla Johnson Spring 2022 Runway Show Live ›
- Watch the Ulla Johnson Fall 2022 Runway Show Live - PAPER ›