The release of the new fashion campaigns for the upcoming season are always a bright spark on the fashion calendar, and the newest AW22 launches are no exception. Whether it’s Lily James giving gothic-chic glamour for Versace, Bella Hadid starring front and centre at Fendi or Emily Ratajkowski making her debut for Miu Miu, this latest crop of fashion imagery has us more excited than ever to put together our cold-weather wardrobes. Here we’ve rounded up the definitive new fashion campaigns for the season.
AW22's New Fashion Campaigns
Last season, Maria Grazia Chiuri drew her inspiration from the renowned artist Anna Paparatti for her colour-filled collection – for Autumn Winter, the art-loving designer has tapped another female creative in the form of Mariella Bettineschi. Using a gallery of female portraits borrowed from the history of painting as a starting point, the campaign is a reflection on the views that have conditioned women through the ages. Models peer out from blood-red frames or stand on plinths like sculptures, offered up as pieces to be examined in their exquisitely-tailored monochrome clothes. Shot by long-time collaborator Brigitte Niedermair, the result is a high fashion cabinet of curiosities.
Legendary photographers Mert Alas and Marcus Piggott were drafted in to shoot Versace’s latest campaign, which features actress Lily James as a glamorous ‘Versace goddess’, inspired by the Italian fashion house’s new Greca Goddess bag. Given a makeover that transforms her into half mythological deity, half contemporary rebel, the English rose is seen donning a sleek black wig and latex gloves, part of the new season’s ready-to-wear collection. “Wearing the collection unlocked [Lily’s] own personal attitude and she took on a new energy and power,” says Donatella Versace of the campaign. “That’s exactly how you should feel when wearing Versace!”
The French maison goes back to nature for its AW22 campaign, with an ethereal woodland shoot featuring Norwegian actress Renate Reinsve (best known for her Cannes Film Festival Award-winning star turn in The Worst Person in the World) as the house’s new muse. Photographed by David Sims in a sun-dappled forest, she appears alongside models Kristine Lindseth, Akon Changkou, Tida Rosvall, Qisi Feng, Elio Berenett and Ida Heiner. The collection itself was inspired by Gen Z’s tendency to customise their clothing, and all of the pieces have been designed to be mixed and matched according to your mood, with a statement from Louis Vuitton revealing that the new collection “is dedicated to youth, exploring the formative adolescent years that allow one to forge character.”
After walking in the brand’s Milan fashion show earlier in the year, both Kendall Jenner and Hunter Schafer return to front Prada’s AW22 campaign, with each of the models shot in moody black and white by David Sims. Representing two very different looks – Schafer in a ribbed tank top with slicked back hair, Jenner in an oversized feathered jacket – they are each displayed alongside an object that holds deep personal relevance to them. For Jenner, that’s a black leather diary with a heart padlock, while Schafer has chosen a chewed up pink pencil. The concept serves as a thought starter about the relationship between fashion and humanity.
The Italian fashion house returned to some familiar faces in their latest campaign, with regular muse Emma Corrin bringing her elfin charm to the shots once again, alongside Euphoria star Sydney Sweeney, who fronted the brand’s first bag campaign earlier this year. There is one new face, however, in the form of Emily Ratajkowski, who makes her campaign debut for the brand after wearing the label’s infamous cropped shirt and skirt set to the CFDA Awards last year. She’s photographed in a pair of micro mini leather hot pants and an oversized jumper by Tyrone Lebon, in a series of pared-back shots that are full of the usual Miu Miu insouciance.
The latest collection from the Italian fashion house was designed as an ode to the late Karl Lagerfeld, with key references drawn from his Spring Summer 1986 and Autumn Winter 2000 collections. Kim Jones took the geometric pattern from the 1986 range and combined it with the sense of lightness from the 2000 season to create a wardrobe for the Fendi woman, which Jones says was inspired by Delfina Delettrez, a fourth-generation Fendi heiress and the brand’s creative director of jewellery. In the campaign shot by Craig McDean, Bella Hadid appears adorned in Delettrez’s jewels and clutching one of the bags designed by her mother, Silvia Venturini Fendi, making it a true family affair.
This season’s most ornate campaign has to go to Moschino, who tasked the legendary photographer Steven Meisel with capturing a cast of top models, including Iris Law, Shalom Harlow and Imaan Hammam. Shot in greyscale against a backdrop of dust sheet-covered furniture, the women pose in a series of elaborate candelabra headpieces, grandfather clock dresses and brocade corsets, giving the impression of a society ball taking place in the faded grandeur of a dilapidated stately home. The result is a welcome return to glamour for the brand’s creative director, Jeremy Scott.