Fashion's Fall 2026 Campaigns Star Hailey Bieber, Connor Storrie, & More
Our take
The cyclical nature of fashion’s campaigns is a familiar rhythm, but the Fall 2026 season’s return to evocative, almost cinematic environments signals a deliberate shift away from the aggressively collaborative energy that defined the previous spring. After spring’s flurry of star-studded campaigns, this move feels like a recalibration, a return to a more atmospheric storytelling approach. Seeing names like Hailey Bieber and Connor Storrie anchoring these campaigns – particularly for houses like Miu Miu and Gucci – isn’t surprising, but the emphasis on mood and setting suggests a prioritization of the brand's narrative over fleeting influencer hype. It’s a subtle, yet significant, repositioning that reflects a broader consumer desire for authenticity and enduring style, rather than transient trends. The continued prominence of content creators, as highlighted by Ralph Lauren's recent hosting of top fashion voices at the US Open Ralph Lauren's US Open Suite Welcomed Top Fashion Content Creators, underscores the evolving interplay between traditional campaigns and the digital landscape, though this season's focus seems to lean more heavily on the former.
The choice of settings – snow-dusted landscapes, dimly lit rooftops, bustling city streets – paints a picture of quiet contemplation amidst the everyday. These aren't the fantastical, escapist environments we’ve seen in recent years; instead, they feel grounded, relatable even. This aligns perfectly with the current cultural mood, a desire for normalcy and a rejection of ostentatious displays. It’s a visual language that speaks to a sophisticated consumer, one who appreciates understated elegance and finds beauty in the ordinary. The prevalence of these settings also suggests a move away from hyper-saturated, digitally-altered imagery, hinting at a return to a more natural and authentic aesthetic. Even the selection of nail colors, with their focus on transitional shades Not Quite Summer, Not Quite Autumn—These Are September's 6 Chicest Nail Colours to Try, reinforces this sense of subtle, effortless style. The campaign imagery, therefore, isn’t merely selling clothes; it's curating a feeling, a lifestyle.
This shift has implications for how brands connect with their audiences. The focus on mood and atmosphere necessitates a deeper understanding of consumer psychology. It’s no longer enough to simply showcase beautiful clothes; brands must create an emotional resonance, a sense of belonging. The power of the muse, someone who embodies a certain way of life, becomes paramount. The prominence of individuals like Bieber and Storrie speaks to this – they aren’t just faces; they represent a specific aesthetic and a certain sensibility. This is a return to a more curated, almost artistic approach to advertising, one that prioritizes storytelling and emotional connection over immediate sales. The London-based trends highlighted in another recent piece, show that the overall shift is not limited to a single market Trust Me, I’ve Lived in London For a Decade—These Will Be the Capital's Biggest Autumn Trends, but a global movement toward a more refined and intentional style.
Ultimately, this Fall 2026 campaign season signals a fascinating evolution in fashion advertising. The move away from celebrity-driven spectacle and toward atmospheric storytelling suggests a deeper understanding of the modern consumer – one who values authenticity, emotional connection, and understated elegance. As brands continue to navigate the ever-changing digital landscape, the question becomes: how will they balance the need for visibility with the desire to cultivate a sense of quiet luxury and enduring style? Will this trend toward emotional depth and atmospheric storytelling continue to shape the future of fashion campaigns, or will we see a return to the more overt, attention-grabbing strategies of the past?
After spring’s flurry of star-studded campaigns, brands are once again transporting audiences to various fantastical environments, this time to snowier landscapes, dimly lit city rooftops, bustling sidewalks, and more. Of course, there were plenty of standout celebrities in front of the lens, with many of them — like Tate McRae for Calvin Klein and Connor Storrie for Saint Laurent — debuting formal partnerships with new brands.
Meanwhile, other stars had a homecoming of sorts with various labels. Hailey Bieber continued her recent return to modeling in Miu Miu’s Fall 2026 shoot (her first time working with the brand since 2021), while Kylie Jenner officially became the face of Alo after years of showing the athleisure company social media love. There’s also plenty of nepo babies beyond Bieber to be spotted this season, with Lila Moss following in the footsteps of her supermodel mother Kate as a new muse for Zadig & Voltaire, and Romeo Beckham landing a deal with Burberry.
Manhattan was also a clear destination of choice across the board, with its fast pace and concrete background inspiring Marc Jacobs, Kate Spade New York, COS, 7 For All Mankind, and Proenza Schouler. In contrast, Loewe journeyed to wintery mountains, while Chloé leaned into its boho aesthetic with enchanting flower-filled fields. Below, dive into the best of fashion’s Fall 2026 campaigns.
Hailey Bieber Reunites With Miu Miu
After returning to modeling this summer, Hailey Bieber reunited with Miu Miu for its Fall 2026 campaign. The Rhode founder and model Xiao Wen Ju wear the label’s varied layers — including its academic skirts and shirts, slip dresses, fluffy coats, and gorp-core jackets — in a nighttime shoot by Zoe Ghertner. Special standouts include the rounded Rendez-vous satchel, minimalist eyeglasses, and the reissue of the brand’s 2000s Bubble shoes.
Marc Jacobs Makes A Short Film
Marc Jacobs loves a little drama, and what’s more dramatic than a handbag swap at Fashion Week? That’s the plot of “The Swap,” his new Fall campaign with Jemima Kirke and Rowan Blanchard, made by creative agency Said Differently. Each actor accidentally takes the other’s Scene bag at the designer’s runway show, and fashion chaos ensues as they discover their contents. There’s also plenty of new Jacobs styles in accompanying shots, from ‘60s-style overcoats to a wide assortment of ballet flats, and the latest versions of its viral The Tote bag.
Michael Kors Puts On A Show
Michael Kors paid tribute to New York City’s performing arts scene with his Collection line’s Fall campaign, which stars Lea Michele, Audra McDonald, Sutton Foster, Misty Copeland, Judith Light, and Kara Young. Inez and Vinoodh capture each celebrity in black-and-white portraits. Plus, the shoot features Michele in a look that’s very Fanny Brice — a call back to her Glee character and starring role in the last Broadway revival of Funny Girl.
Romeo Beckham & FKA Twigs Visit London With Burberry
In a new campaign starring Romeo Beckham and FKA Twigs, Burberry’s polished Hoxton trench coat is seen in ruffled and checked versions, along with slouchy leather coats, aviator jackets, biker boots, and soft athleisure that’s perfect for exploring city streets. Twigs, Beckham, and a crew of models are all dressed in the pieces for the stormy London shoot by Glen Luchford.
Frame Goes Back To Basics
In its new “Back To It All” campaign, Frame features blazers, trousers, jackets, and plenty of its signature sweaters and jeans on a set of models strutting the sunny streets of Los Angeles.
Lila Moss Rocks Out For Zadig & Voltaire
Zadig & Voltaire has found its latest face in Lila Moss. The young model is the French label’s new muse for its Fall campaign, wearing a rockstar-worthy jacket and a sparkly striped dress. The shoot also finds Moss following in the footsteps of her supermodel mom Kate Moss, who originally fronted the brand’s Fall campaign in 2019.
Willow Goes Bohemian For Free People
Willow fronts Free People’s Fall 2026 campaign in pieces inspired by self-expression, photographed by Zoey Grossman. Bohemian-style pieces are all accented with plaid and floral prints, beads, and ruffles.
Fendi’s It Bags Are Front & Center For Fall
For her first Fendi campaign, Chief Creative Officer Maria Grazia Chiuri leaned into themes of human connection and desire through a shared wardrobe. Shot by Jo Ann Callis, models pose between ornate halls and mirrors in Chiuri’s debut collection of minimal and lacy dresses, suits, coats, and separates — plus hints of bright colors and animal prints from her relaunched Baguette handbag capsule.
Saint Laurent Gets Into The Groove
Saint Laurent Creative Director Anthony Vaccarello went back to the 80s for his latest campaign, where Connor Storrie, Rosé, and Liu Wen dance to Milli Vanilli’s “Girl I’m Gonna Miss You.” Naturally, the cast is dressed in the house’s Fall collection from head to toe, lensed by Talia Chetrit, with cameos from its viral clear pumps and slouchy Icare tote.
COS Goes To Manhattan
Before its upcoming New York Fashion Week show, COS went to Manhattan for its Fall 2026 campaign. Brand ambassadors Park Gyuyoung and Awar Odhiang wears the latest offering of coats, jackets, and sweaters in stark hues of black and white, plus pops of florals, stripes, and rich purples. Models including Leon Dame, Noor Khan, Alaina Rae, and more round out the well-dressed crew for the shoot by Mark Kean.
Ksubi Takes A Road Trip
Ksubi is hitting the road this fall with its “Strangers In Paradise” campaign. Across motels and intimate rooms, models can be seen in the brand’s rugged jeans, T-shirts, button-downs, and skirts detailed with distressed rips, Western snaps, and sketched prints.
Chloé Blooms In Dreamy Flower Fields
If you’re looking for a true escape, look no further than Chloé’s Winter 2026 campaign. Photographed by Inez and Vinoodh, models sit, stroll, and lounge in fields of colorful flowers wearing Chemena Kamali’s colorful ruffled maxi dresses, blazers, shirts, and jeans — plus the label’s new Paddington bags.
Tyla Makes Her Kate Spade New York Debut
Kate Spade New York’s fall campaign sees Tyla clutching its new Duo Mini shoulder bag on a walk in downtown Manhattan. The shoot (which is Tyla’s first as the brand’s new global ambassador) shows the artist passing yellow taxi cabs, delivery trucks, storefronts, and outdoor parks. Throughout the series of images, Tyla is joined by content creators Bretman Rock, Dylan Kevitch, Kareem Rahma, Ana Sofia, Gianluca Conte, and Nick Kosir.
Inde Navarette & Malcom Todd Bust A Move For Gap
Gap has added Obsession star Inde Navarette and musician Malcolm Todd to its fold of celebrity ad stars. In the brand’s “Denim On Your Own” campaign shot by Bjorn Iooss, both stars model tan brown jeans, jackets, and tops, in addition to Gap’s classic white T-shirts and blue denim. They also let their dance moves loose in an accompanying short film by Tanu Muiño, set to Todd’s cover of Robyn’s “Dancing on My Own.”
Kylie Jenner Gets Sporty With Alo
Kylie Jenner is Alo’s latest A-list face. The Kardashians star poses for Mert Alas and Marcus Piggott’s lens in a new shoot wearing the athletic brand’s crop tops, leggings, sports bras, and jackets in a neutral palette of black, white, beige, and pink. Jenner is the latest celebrity to front a campaign for the wellness-forward company, following its recent shoots with Kendall Jenner and Bella Hadid.
Kate Moss, Shawn Mendes & More Dance at Gucci’s All-Star Club
The power of love is core to Gucci, which Demna spotlighted in the new campaign for his debut collection. Inside a moody dance club, Kate Moss lip-syncs Chris Isaak’s “Wicked Game” cover for dancing guests including Tom Brady, Shawn Mendes, Alex Consani, Rico Nasty, and more. The full show can be seen in the campaign’s short film by Johan Renck, while Renaissance-inspired portraits from Michael Chelbin capture the starry group with an intimate feel.
7 For All Mankind Partners With Chloë Sevigny
After she attended its indie sleaze-coded runway show last February, it makes sense that 7 For All Mankind would tap Chloë Sevigny as its next campaign star. The “In The City, Off Duty” shoot embraces dressing for long days and nights as a New York City resident, with Sevigny modeling its new skinny jeans, overcoats, and minidresses like a true party girl.
Jimmy Choo Plays Dress-Up
In its new campaign, Jimmy Choo showcases its assortment of sandals, pumps, flats, and boots featuring details like floral appliqués and sultry lace-up straps. Its Cinch and Bar handbags are also updated for the season with bohemian fringe and sparkling crystals.
Loewe Hits The Slopes With Julia Garner
For their new Loewe campaign, Creative Directors Jack McCollough and Lazaro Hernandez took their latest collection to the slopes of Pointe Helbronner in France. A cast including Julia Garner, Lil Yachty, and Théodore Pellerin bundled up with the brand’s plush outerwear and colorful bags for Talia Chetrit’s shoot against the Alpine mountains.
Tate McRae Teams Up With Calvin Klein
Calvin Klein tapped Tate McRae for its new sun-soaked “Feel the Fit” campaign. Photographed by Carlijn Jacobs, McRae strikes dance-inspired poses in an assortment of the brand’s signature blue jeans, paired with matching jackets, tanks, and T-shirts.
Proenza Schouler Embraces New York City
Rachel Scott’s first Proenza Schouler campaign takes cues from the brand’s modern minimalism. From open studios to the streets of New York, models stroll and dance together in her vibrant debut collection.
Alaïa Taps Teyana Taylor
For its Fall 2026 campaign, Alaïa looked to Teyana Taylor to embody strength and femininity. David Sims’ black-and-white shoot sees the star posing in the brand’s bold studded and sheer dresses, accesorized by pumps and signature Le Teckel bag.
JW Anderson Feels The Love With Dree Hemingway
Romance is in the air at JW Anderson. The brand’s new “Twisted Denim” campaign spotlights Love Story actor Dree Hemingway and her partner Nick Delli Santi in a series of intimate moments, marking their campaign couples debut. Both stars wear the label’s unisex blue denim jeans, jackets, and shirts, showing how they can be easily combined and swapped.
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