Fashion Campaigns Are Getting Good Again (And It’s About Time)
There was a stretch not so long ago when fashion campaigns felt like waiting rooms. Beige ones. You’d scroll past them, glance at a famous face draped in something allegedly directional, and move on with your life unchanged. No spark. No curiosity. No sense that clothes—or the people imagining them—had anything urgent to say. And then something shifted. After the Great Designer Reshuffle of 2025, a phrase that already sounds like it deserves its own Netflix docuseries narrated by someone whispering reverently, a new generation of creative directors stepped into freshly vacated offices, inherited cavernous ateliers, and did something quietly radical: they remembered that fashion advertising is allowed to be weird again. Not “we hired a celebrity and lit them nicely” weird. Real weird. Thoughtful weird. “Why is this happening and why do I kind of love it?” weird. This year’s early campaigns don’t feel like content obligations. They feel like points of view. Like someone argued in a r...