CAs per tradition, in the depths of winter the fashion campaigns which anticipate the collections of Spring 2026. Let them be called Resort, Pre Spring or Cruise (depending on the maison), they still evoke the summer desire to pack your bags and leave. An ethereal excursus between refined atmospheres and dream locations, with the hottest performers of the moment immortalized by great photographers.
In which the undisputed protagonists are the clothing and accessories that we had already seen in preview between May and July 2025. When, on the catwalks all over the world, from Avignon for Louis Vuitton to Florence for Gucci, the perfect capsules for the ceremonies and journeys of awakening.
Pre Spring 2026: the transition in style
The new Pre Spring campaigns show a fluid elegance, designed for the first mild days after winter. With transitional garments that range from the archetypes of the most classic tailoring, to strategic numbers to give an exquisitely modern twist to the new year’s wardrobe. To be worn – or imitated – replicating the unique attitude of the testimonials and the author’s vision.
Resort and Cruise 2026: stars and locations in dialogue
Dictating the pace of new trends are the personalities who best embody the collections. The countryside Night Of Valentino by Alessandro Michele created by Marili Andre, focuses on the timeless elegance of Marisa Berenson and on the modernity of Dakota Johnson. Perfect interpreters of an atmosphere suspended between intimacy and anonymity in a hotel, the transitory space par excellence. In which each room holds the prelude to a colorful fashion dream, accompanied by Nocturne in Chopin’s E Flat.
Valentino’s Notturno campaign. (Photo Courtesy of Press Office)
In the images promoting the Givenchy by Sarah Burton collection, Rooney Mara (protagonist together with the British punk star Paul Simonon, bassist of The Clash) is a magnetic and minimal presence that stands out with infinite charisma against the neutral background of the photographic studio. An ideal setting to enhance tailored suits and classic accessories, which design sophisticated silhouettes, with a discreet but powerful luxury.
Iconic garments and strategic accessories
The transition season confirms two clear guidelines: statement pieces that speak for themselves and accessories which complete without weighing down. The images demonstrate this Balmain which, on the occasion of its 80th anniversary, chooses definitive and bold looks, such as the fur coat worn on the bare leg with shocking pink pumps. An aesthetic gesture that immediately becomes iconic.
Oscar de la Renta responds with a pastel palette and floral motifs for day, while midi cuts and contoured silhouettes define the looks cocktail And ceremony. For the evening, sculpted volumes, soft drapes and jug of crystals they shine on off-white backgrounds, like figures cut out of a refined creative album.
Gabriela Hearstinstead, identifies in denim the true protagonist of the season: a total look in dark indigo wrapped in a scenographic cloud, perfect for illustrating the essential elegance of the passing months.
The luxury of lightness
Cities of art, coasts kissed by the sun, landscapes that take your breath away and photographic studios where lights designed to the millimeter enhance fabrics and silhouettes: in these campaigns, the locations and spaces of creation are enhanced in the most current palettes. At the same time, materials and details are enhanced with lighting. Every shot is an invitation to reinvent your wardrobe aligning with the new moods with sweetness.
The Pre Spring, Resort and Cruise 2026 campaigns they confirm that fashion is first and foremost identity and expression. Even when it comes to exclusive luxury, it remains an essential aesthetic point of reference for future shopping.
A luxury to wear, plan – or simply dream – with imagination, awareness and audacity. Capable of transforming every move, real or imaginary, into a personal catwalk.