With the arrival of a new year, it’s time to look ahead to the latest SS24 fashion campaigns for some much-needed style inspiration. Whether it’s Burberry’s celeb-packed shots of London’s most famous faces, Dame Maggie Smith fronting Loewe’s latest campaign or Rosie Huntington-Whiteley becoming the latest face of Valentino, this season’s fashion imagery has us more excited than ever to embrace the warmer days of spring. Here, we’ve rounded up the most captivating new fashion campaigns for the season ahead.
New SS24 Fashion Campaigns
Prada
This season, Prada has moved away from fleeting trends to celebrate a more timeless era of fashion – and nowhere can this be felt more than in their SS24 fashion campaign. Shot by photographer Willy Vanderperre, the campaign is dubbed ‘Days of Prada’ and reimagines the concept of a fashion show, turning the normally transient spectacle into something altogether more permanent with a series of intimate portraits.
Vanderperre has photographed 40 models – a blend of new and familiar faces – for the campaign, showcasing them in a mix of laidback poses and more formal images. Seen together, they look like backstage snapshots from a recent runway show. The campaign also features three internationally acclaimed actors – Triangle of Sadness’s Harris Dickinson, Chevalier’s Kelvin Harrison Jr., and Boy Erased’s Troye Sivan – to highlight the Italian fashion house’s connection with cinema.
Gucci
The fashion world has been on tenterhooks waiting for Sabato De Sarno’s debut SS24 collection for Gucci, and now it’s finally here. The campaign – entitled ‘Ancora’ – pays tribute to iconic fashion photography and was shot by David Sims; who, incidentally, was the first photographer Sarno worked with when finding his feet in the world of fashion.
Aiming to tell the story of “real life and authentic women”, the campaign introduces five new faces to the world of Gucci: Ana, Fadia, Jiahui, Nyajuok and Violet. Representing a “diverse spectrum of beauty”, the campaign showcases themes of sensuality, freedom and confidence, as well as highlighting key pieces from the collection. Standout looks include patent leather bags with matching blazers, lime green tailoring, dressed up denim and statement eyewear.
Loewe
Towards the end of last year, there was only one fashion story anyone was talking about: 88-year-old Dame Maggie Smith becoming the fashion world’s new muse. The Harry Potter and Downton Abbey actor stole the show when she was announced as the new face of Loewe in their SS24 fashion campaign, shot by Juergen Teller holding a series of covetable It bags.
Smith appears in the latest campaign for the Spanish fashion house alongside actors Greta Lee, Dakota Fanning and Josh O’Connor, as well as singer Taeyong. The campaign spotlights the classic Loewe bag silhouettes, with Smith modelling the iconic Puzzle bag and Paseo bag – along with a wry, knowing smile. Casting the octogenarian in the campaign was yet another genius move from Jonathan Anderson – we can’t wait to see what he’s got planned next.
Vivienne Westwood
Long-time collaborator Juergen Teller has been drafted in to shoot Vivienne Westwood’s SS24 fashion campaign, which draws inspiration from the late Westwood’s personal wardrobe from over the last four decades. The campaign stars more than a few famous faces too, including Naomi Campbell, 74-year-old 1960s supermodel Penelope Tree and Westwood’s husband and label’s Creative Director Andreas Kronthaler.
The fashion campaign features a look at Kronthaler’s exhibition of Westwood’s personal wardrobe, and along with it many of the house’s most famous and instantly recognisable silhouettes have been “lovingly revisited and remade”. Shot in the Proportion London mannequin factory, the campaign also features several still life images with display dummies, adding an offbeat charm that feels thoroughly Vivienne.
Burberry
For its new SS24 fashion campaign, Burberry has returned to its roots by paying homage to London and featuring some of the capital’s most recognisable faces. Everyone from supermodel Jourdan Dunn and actor Rachel Weisz to Britpop legend Damon Albarn and Arsenal footballer Bukayo Saka has been photographed by multi-disciplinary artist Tyrone Lebon, with the streets of the city – everywhere from the front of a Belgravia townhouse to Regent’s Canal and Portobello Road – acting as a backdrop.
The campaign is the latest move from Daniel Lee, who has wasted no time in making his mark at the storied British fashion house since taking over as Chief Creative Officer in 2022. The new collection embodies a sporty-luxe modernity, while still referencing the house’s signature hallmarks, such as the famous trench and the ubiquitous check. All in all, it feels the perfect embodiment of Burberry’s new zeitgeist.
Valentino
Valentino has added a touch of British glamour to proceedings with their SS24 campaign, by casting Rosie Huntington-Whiteley as their new face. The Italian fashion house’s campaign is entitled ‘Paris, A Night’s Tale’, and features a thoughtful-looking Huntington-Whiteley photographed on location in Place Vendôme by Theo Wenner. The supermodel is known for her ‘quiet luxury’ look, and she appears as the epitome of elegance in the shots, dressed head to toe in neutral shades.
Huntington-Whiteley is joined by a cast of fellow models to display the new collection, which is made up of embroidered evening gowns, feathered sweaters, crystal-embellished mini dresses and crepe couture jackets. The campaign also features the new VLogo Moon hobo bag and the iconic Valentino Garavani Locò bag, with added sequins and new ultra-mini dimensions.
Proenza Schouler
At Paris Fashion Week last September, Pamela Anderson went viral after she appeared front row wearing a relaxed suit and no make-up. Now the former Baywatch star has all but broken the internet once again, by starring in Proenza Schouler’s SS24 fashion campaign. There she appears refreshingly bare-faced, with her instantly recognisable long blonde hair slicked back, wearing a series of elegant and understated looks.
Photographed by Davit Giorgadze and styled by Thistle Brown, Anderson exudes laidback cool in the close-up shots. In one she’s lounging in an office chair wearing a netted maxi dress with a strong-shouldered blazer; in another, a white jacket teamed with bleached denim. It’s a bold new look for Pammie, but one that’s being wholeheartedly embraced by the fashion elite.
