From Miley Cyrus as Maison Margiela’s unexpected muse to Alaïa’s dark poetry, these fashion campaigns go beyond showcasing their autumn collection. They redraw the contours of brand identity, provoking, captivating, and at times unsettling. A look at 5 powerful campaigns that have recently left their mark on the fashion world.
Alaïa: Black and White as a Manifesto
For this autumn campaign, photographer Tyrone Lebon and director Franck Lebon present a series of strikingly contrasted images, shot on the windswept, deserted beaches of Northern France. In front of the lens, another duo takes shape with Loli Bahia and Nastassia Legrand. With great intensity, they embody the monochrome silhouettes imagined by Pieter Mulier. Like textile artist Jeanne Vicérial, the artistic director cultivates a somber and mysterious femininity, built around the house’s signature shades: black and white. A campaign that manages the feat of being both timeless and profoundly contemporary.
A Homage Campaign at Givenchy
For her first fall-winter campaign at Givenchy, Sarah Burton turned to the singular world of American photographer Collier Schorr, renowned for her intimate portraits. Together, they form a rare duo in the industry: Burton is the only female artistic director and Schorr the only female photographer among this season’s major campaigns. An imbalance that mirrors fashion’s ongoing parity gap. The choice is more powerful as Schorr steps in front of the camera herself, alongside Vittoria Ceretti. The casting also celebrates female complicity, bringing together top models from several generations: Adut Akech, Kaia Gerber, Eva Herzigova as well as stylist Camilla Nickerson, Burton’s long-time collaborator since the McQueen era. Moving between black and white and color portraits, the campaign captures the authenticity of these women, invited to be entirely themselves before the lens.
About this campaign, Burton shares:
“The beauty of all women inspires me, including the women on my team.”
Miley Cyrus: Maison Margiela’s First Muse
It’s a first: Maison Margiela has chosen an official muse and not just anyone. By selecting Miley Cyrus, the former Disney star turned pop-rock icon, Glenn Martens sends shockwaves through the fashion world. To bring this campaign to life, he called on Paolo Roversi, master of chiaroscuro, who captures Miley at once nude and covered in paint, then dressed in reinterpreted archival pieces. The result, almost painterly, avoids glorification in favor of a more subdued Miley Cyrus, absorbed into Margiela’s universe. A nod to the anonymity so dear to the house, while marking a bold milestone for Glenn Martens. And this first official muse may only be the beginning, Martens’ direction promises many more disruptions to come…
McQueen and the Victorian Fever
For this resolutely theatrical campaign, photographer Glen Luchford infuses a Victorian aesthetic with provocative undertones. Between ruffs, lace, leather, and dynamic movement, the models, including Alex Consani, ubiquitous in recent seasons embody an irreverent generation. The entire vision is orchestrated by Sean McGirr, McQueen’s artistic director, who openly draws inspiration from 19th-century dark romanticism. A campaign at the crossroads of eras, where sensuality and freedom entwined.
Tommy Hilfiger Hits the Runway for Fall
Once again under the lens of Glen Luchford also behind the McQueen campaign: Tommy Hilfiger hits the road for fall. Supermodel Claudia Schiffer and actor Nicholas Hoult poses on a racetrack, surrounded by vintage cars. This new collection reinvents the preppy wardrobe by blending it with the style codes of motorsport, already a strong presence in the brand’s communication during the promotion of film F1.
Beyond clothing, these campaigns reveal a broader issue: the image as a narrative tool. And if these visuals spark viral reactions, it is because they tap into something deeper, an era in search of meaning, new forms, and fresh perspectives.
