The Very Best Fashion Campaigns of the Season So Far

Our bathing suits may have barely dried from our summer holidays, but fashion’s hamster wheel keeps turning whatever the weather, with brands unveiling their Autumn/Winter 2024 campaigns ahead of the upcoming cooler months. Resisting the need to layer back up is part and parcel with the changing seasons, but these campaigns might offer a little inspiration for when we’ll inevitably bid farewell to our shorts and sunnies, and say hello to those cosy knits.

These first campaigns out the gate prove this industry doesn’t do things by halves. The stars aligned for Miu Miu’s tasteful Zoë Ghertner-shot campaign, which brings together stars and catwalk collaborators including musicians Ethel Cain, Little Simz and Minnie straddling miniature stools in schoolish attire, and clutching what will inevitably become the bags of the season. Seán McGirr sets the record straight on his vision for McQueen (which has casually dropped the ‘Alexander’ from its branding); after its years of elevated craft and refinement under the helm of Sarah Burton, the brand has returned to the gritty, rough-and-readiness of Lee Alexander McQueen’s formative tenure. “I want to bring that energy to life with the rigour and raw feeling that makes the city’s air hum, leaning deep into its tensions – something that feels poetic and primal; powerful and real,” McGirr says.

In Willy Vanderperre’s stark, angsty style, Prada’s campaign sees Harris Dickinson, Damson Idris, Yili Ma, Hunter Schafer and Letitia Wright engage one another in conversation, both face-to-face and via phone, welcoming us as voyeurs into their tableaux. Knwls’ campaign harnesses the power of femininity, riffing off of the strong silhouettes featured in the collection to adopt a dominant, almost menacing persona, aided by Jordan Hemingway’s provocative lens. 

Click through the gallery below to discover our favourites of the season.