With the start of the fall 2022 season comes a new offering of ad campaigns, from major fashion houses and retail behemoths alike. The same trends we saw at Fashion Week are reimagined in photo shoots, some staged to provide commentary on climate change, like Balenciaga, or to pay homage to New York City, like Michael Kors. Other brands take things a step further with experiences that go beyond simple photos, launching experiences in the metaverse and taking over city landmarks á la Kate Spade. The goal? To give the clothing a new life off the runway and inspire fans to make their shopping lists ahead of the fall season.
This year, fashion brands relied on star power, enlisting celebrity spokespeople to model their new designs. Coach tapped Jennifer Lopez for its Icons campaign, photographed by Tyler Mitchell, showing off a classic handbag alongside a leather jacket and high-slit skirt. Kim Kardashian made headlines in the aforementioned Balenciaga shoot, posing in a cutout, backless dress against a backdrop of thunder and sea ice. Vlogger Emma Chamberlain styled a mix of closet staples and nostalgic trends, from strappy minidresses to plaid skirts and loafers, for Aritzia’s Sunday Best campaign.
But there are just as many memorable ad campaigns without celebrity subjects. Burberry harnessed the power of community and individuality with models dressed in delicate pink lace or tough leather. Alexander McQueen let the clothing speak for itself: suits and dresses in abstract artful prints that pop against a darkened, neutral background.
From J Lo’s autumn-ready separates at Coach to Michael Kors’s suits captured in front of NYC landmarks, see the best fall 2022 fashion ad campaigns ahead.