THEThe curtain on the mid-season rises with the fast-paced pace of an arthouse film, where the transitional wardrobe sheds its role as a simple interlude to become a mirror of cultured and dynamic elegance. The Pre-Fall 2026 advertising campaigns they don’t just present clothes, but draw a geographical map of the fashion to come. Moving with ease among the echoes of late summer and the first breezes that smell of foliage.
It is a compelling journey between city asphalt and the wildest nature, which captures – and anticipates – that exact moment in which summer gives way to the first chills of autumn. In this cutting-edge aesthetic scenario, the great creative directors orchestrate a symphony of material and chromatic contrasts. Weaving, thanks to photographers and ai talents most contested at the moment, the new languages and symbolisms to learn in view of the September return to the city. Distinct visions, with a single common denominator: transforming clothing and accessories into the alphabet of a new narrative.
Author’s short films for the fashion of the future
The new Balenciaga campaign is directed by the Oscar-nominated director Celine Song starring actress Sarah Pidgeon. The three 60-second short films, shot entirely in Manhattan, focus on the season’s flagship bags: The Cities, The 7 Bowlings And Rodeo. Set between morning, afternoon and evening, the films tell everyday moments of life in the Big Apple, transforming them into scenes of impeccable elegance regardless.
Playing on the border between reality and fiction, Song reveals the behind the scenes of the cinematographic process: after each take, the director invites the crew to “keep rolling”, continuing to film the life that flows around the set. The result is a well-rounded story that celebrates New York’s energy, collective creativity and the connection between fashion and cinema. The story continues in the beautiful account @keeppprolling on Instagram, dotted with exclusive content and images from backstage.
The dazzling light of Louis Vuitton
The past is a living archive, which the maison loves to explore with the audacity of an avant-garde tailor. To blow out the 130 candles of its unmistakable monogram, the Parisian Maison weaves a new aesthetic thread. Debuts there Monogram Emblème canvaswith a motif as chic as it is current, best enhanced by still life shots with very white light.
The Louis Vuitton women’s Pre-Fall 2026 campaign starring the Monogram Emblème bags. (Photo Courtesy of Press Office)
From the timeless curves of Alma and Speedy to the generosity of the Neverfull, up to the geometric rigor of the Side Trunk. The message is clear in every sense: the new jacquard is ready to colonize the late summer wardrobe.
The opposing styles of Loewe and McQueen
Loewe entrusts the Fall Winter 2026 pre-collection campaign to photographer Talia Chetrit. Which, on the island of Tenerife, continues the new creative language defined by Lazaro Hernandez and Jack McCollough, combining sensuality, spontaneity and a strong connection with the landscape.
Loewe’s Pre Fall 2026 campaign. (Photo Courtesy of Press Office)
Between volcanic rocks, lush vegetation and coastal architecture, the autumn collection stands out for its intense and vibrant nuances, relaxed silhouettes and unexpected layering. Both in the still life images which amplify the organic aesthetic of the campaign, both in the version worn with the cast formed by Eva Victor, Levon Hawke, Seydou Sarr and Isla Johnston.
Directly at the antipodes of the color spectrum, the advertising campaign by McQueen (made by the 31-year-old French photographer and director Julien Martinez Leclerc) enhances the moment when the heat of summer fades through a palette of natural shades. Ocher, tone-on-tone stripes, smoky grey, powder pink and pale blue. The soft light blurs the contours, and outlines the perfect frame for a collection that is a sophisticated emblem of urban modernity.