THEarrival of Spring-Summer 2026 marks a key moment for fashion communication: the advertising campaigns they return to being real visual manifestos. Capable of describing identities, creative visions and new cultural sensitivities. In a season in which the boundary between fashion, cinema and pop culture is becoming increasingly thin, the major fashion houses choose storytelling as their dominant language. Alternating intimate images and choral narratives, conceptual minimalism and high-impact iconic constructions.
From Dior to Miu Miupassing through Prada, Gucci, Bottega Veneta, Louis Vuitton. The images of the SS26 ADVs are not limited to presenting a collection, but define a precise imagery. Through the gaze of photographers and creatives of the moment, they become a mirror of aesthetic trends and contemporary desires.
The new Dior vocabulary
The global campaign of Diorphotographed by David Simstranslates into immediate language the rereading of the history of the maison proposed by the new artistic director Jonathan Anderson. An essential and measured narrative in which the photographs, in color and black and white, exhibit the new must attitude. Postures, clothes and atmosphere communicate in a direct and synthetic way. The environments are deliberately sober but significant.
Louis Garrel in the new Dior campaign. (Photo Courtesy of Press Office)
With a frame of boiserie, parquet and furnishings that suggests an aristocratic context, without ever appearing redundant. In these spaces they move Greta Lee, Louis Garrel And Paul Kircherthe footballer Kylian Mbappe and the models Laura Kaiser, Sunday Rose And Saar Mansvelt Beck. They are portrayed in stills, of preparation or transformation, in a dreamy balance suspended between reality and scenic construction.
Dior’s Spring-Summer 2026 campaign by David Sims. (Photo Courtesy of Press Office)
The architecture of the clothes, together with the references to the archivethey top accessories contribute to the construction of characters. From the different versions of the Lady Dior al Dior Cigaleup to the models Dior Crunchy, Dior Bow And Diorlyeach bag is defined by distinct shapes and details that reinforce the visual identity of the campaign.
Miu Miu’s wardrobe suspended between reality and fantasy
The singer, songwriter and model Sateen Bessonthe actresses Li Gengxi And Suzanne Lindonthe singer and songwriter Olivia Rodrigoand the models Rachel Agbonze And Amelie Sante. This is the multidisciplinary cast of Miu Miu’s new ad campaign. Immersed in a narrative that develops from dawn to dusk, with plays of light and shadow that draw clear shapes and delicate nuances.
In the photos taken by by Jamie Hawkesworththe characters posing in a crystallized space. The dresses in leather, silk, lace and raw fabrics mix with embroidery and exaggerated volumes. The comfortable shoes and sturdy bags outline a wardrobe suspended between dream and reality. The symbolism is as clear as the designer lights: this is the season of optimism and extreme beauty, seasoned with a thread of rebellion.
The return of Bella Hadid and Mariacarla Boscano
There SS 2026 season it also marks the return of supermodels, a collateral – but essential – event of trendy moods. The 45 year old Italian Mariacarla Boscano it perfectly embodies the elegantly cheeky idea of the new Gucciness of Demna in a fiery red coat in the countryside Gucci: The Family.
The campaign, photographed by the American photographer and artist born in 1961 Catherine Opieembodies the codes of the collection presented in September. It reworks the codes of the maison in an extravagant and bold way. On the neutral gray limbo, the fashion archetypes rest which, between risqué volumes and dazzling details, will guide us with a sure hand in the search for the style of the coming months.
Beautiful Hadid leads the campaign Saint Laurent. in which the singer also appears Charli xcx. Under the aim of Glen Luchford and the artistic direction of Anthony Vaccarelloa tale of suspense and compelling styling is staged. Which includes, not least, the great return of Mombasa Bag designed by Tom Ford at the beginning of the millennium.
