All The Spring/Summer 2026 Campaigns To Keep On Your Radar

The spring/summer 2026 campaign season arrived not with a shout but with a studied stillness. After years of maximalist noise, the season's most compelling brand stories are rooted in intimacy: a portrait series, a sun-drenched afternoon, the weight of a well-cut coat. Heritage houses and their newer creative directors alike have converged on a visual language that prizes lifestyle, provenance, and artisan skill over logomania. If this is the new campaign grammar, old money dressing is its mother tongue.

Givenchy: Portraiture as Provenance

Sarah Burton's sophomore "Portrait Series" for Givenchy features legendary punk musician and artist Paul Simonon alongside longtime friend of the house, Rooney Mara, in a suite of striking portraits. The campaign, titled "Friends and Muses: The Portrait Series II," was launched on November 13 and features exclusively portraiture of the American actress and the English musician, both close companions of creative director Sarah Burton. Photographed by Collier Schorr and styled by Camilla Nickerson, the campaign also features Isabelle Albuquerque, Selena Forest, Kaia Gerber, Annie Leibovitz, and Liu Wen. The result is a campaign that feels less like advertising and more like a private album: intimate, considered, and legible only to those who already know the house's codes.

Loewe: A New Visual Language, Built from Joy

Jack McCollough and Lazaro Hernandez's fresh-faced first teaser for Loewe, lensed by Talia Chetrit, introduces an intimate point of view. The duo has been characteristically direct about their intentions: "We're building a visual language that feels personal: confident, playful, sun-drenched, optimistic," said McCollough and Hernandez. "It articulates an energy we recognize as intrinsic to Loewe: joy, sensuality, and a modernity that feels instinctive." The creative directors released their first campaign featuring heat-sealed leather and a heavy dose of perspiration, signalling a house willing to get physical with its materials. For a brand whose craft credentials run centuries deep, framing luxury through tactility rather than aspiration is a knowing, confident move.

Chloé: The Rhythm of a Summer Day

Chloé's campaign may be the season's most purely sensory. Creative director Chemena Kamali said: "I wanted to capture the rhythm of a summer day, the changing light, the warmth of the sun, and the feeling of slipping into a natural flow. A day in nature where every sense sharpens, revealing a radiance and spontaneity that have always been at the heart of Chloé." Photographed by Sam Rock, the campaign features models Awar Odhiang, Jacqui Hooper, Julia Stegner, Noor Khan, Song Ah Woo, and Stella Hanan. Linen-soft, dappled-light imagery anchors it firmly in the quiet luxury register: nothing is announced, everything is felt.

Valentino: Vulnerability Over Spectacle

Alessandro Michele's Valentino campaign takes a more philosophical turn, and it is more powerful for it. The spring 2026 campaign highlights the idea of dependence and collective support, in contrast to the myth of individualism, exploring human vulnerability through suspended images that symbolize falling and the need for others to lift us up. Michele himself has stated that fashion shouldn't stage strength but rather the responsibility of shared vulnerability. The garments carry romantic and vintage influences, mixing lace and fluid forms that recall the house's pre-logomania DNA. For the old money dresser, who has always understood that restraint is its own form of power, this campaign reads as a quiet vindication.

Saint Laurent: Clarity of Line, Certainty of Vision

Saint Laurent's spring campaign was photographed by Glen Luchford and features models Libby Taverner, Sarah Isaksen, Awar Odhiang, and Angel Ak. Luchford's lens brings the sharp, graphic quality that has long defined the house under Anthony Vaccarello: elongated silhouettes, architectural shadow, a palette that runs from cream to black with little deviation. Where other campaigns reach for narrative warmth, Saint Laurent doubles down on cool certainty. It is precisely this refusal to explain itself that gives the campaign its old money authority.

Ralph Lauren: Sport, Heritage, and the Long Game

Ralph Lauren's spring 2026 campaign pays homage to the timeless intersection between sport and style that has defined the brand for generations, drawing inspiration from the brand's rich heritage where sporting pursuits meet refined elegance. In a season when several houses are chasing newness for its own sake, Lauren's deliberate callback to provenance feels less like nostalgia and more like a statement of intent. Polo whites, equestrian references, and the enduring power of a well-placed crest: this is the campaign as origin story, and it lands with the unhurried confidence of a brand that has never needed to shout.

Burberry: The Trench as Cultural Artifact

Icons of film, fashion, and music gathered to celebrate Burberry's classic trench coat in the brand's spring campaign. The trench is, of course, one of fashion's most loaded objects: functional in origin, aristocratic in association, and endlessly copied. By centering the coat rather than a celebrity, Burberry redirects attention to craft and heritage, the two pillars that separate the original from every imitation. In the context of a season that rewards restraint, the campaign is a masterclass in knowing exactly what you have and letting it speak for itself.

The Season's Defining Shift

What makes this campaign cycle worth watching is the collective move away from spectacle and toward specificity. The strongest images of SS26 are grounded in real relationships (Givenchy's muse portraits), real materials (Loewe's heat-sealed leather, Chloé's sun-warmed linens), and real philosophical positions (Valentino's case for shared vulnerability). The season delivered a jolt of new energy as the world's biggest houses unveiled the visuals that will shape their next chapters, with an aesthetic reset visible across multiple maisons. The old money sensibility has always been about exactly this: the confidence to say less and mean more. In spring/summer 2026, the most significant houses finally caught up.