The Resort shows are a fading memory and mercury in Europe already starting to drop. That means one thing in the fashion world: brands will start battling for our attention in the lead-up to their Autumn/Winter collections dropping in store late August.

Ad campaigns are mammoth productions – big name photographers are paid big bucks to shoot even bigger talent, all to capture the mood of a collection and our attention. Given the high stakes, the the results are (almost) always spectacular. Most of the images are artworks in their own right (and some, like Burberry this season, literally are). Here’s a glimpse of what lies ahead campaign-wise for AW16, plus details on the who, what and whys. So, in no particular order…

1. Louis Vuitton

The who Photographer Bruce Weber shooting Selena Gomez, plus models Jean Campbell, Sora Choi, Luisiana Gonzalez, Erika Linder, Rianne Van Rompaey and Natalie Westling.
The what and where “Modern trail-blazers, orchestrated as graphic figures, like a tribe of determined women setting out [in this case, literally from Miami airport] for adventure,” says the press release of the US-based shoot.

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2. Gucci 

The who Photographer Glen Luchford and models Petra Collins and Lia Pavlova.
The where Bringing bling to the busy streets of Tokyo, Japan.

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GU469_FW16_SP Crops_RGB_150dpi_18


the who Karl Lagerfeld styles and shoots all Chanel campaigns
The what For the background, the creative director mixed up camellias, emoticons and cascades of pearls with this season’s materials and colours.

R FW 201617 RTW ad campaign  pictures by Karl Lagerfeld (3)
R FW 201617 RTW ad campaign  pictures by Karl Lagerfeld (2)

4. Burberry

The who Photographer Mario Testino shooting model Edie Campbell and actor Callum Turner.
The what Artist Luke Edward Hall created a series of original portraits and still life illustrations to bring to life the rich variety of colours, patterns and textures in the collection. This campaign marks ten years since Brit it-girl Edie’s first campaign for the brand.

Burberry Campaign June 2016  on embargo until 31 May 8AM UK time001
Burberry Campaign June 2016  on embargo until 31 May 8AM UK time002
Credit: Copyright Burberry/Testino/Luke Edward Hall

5. MaxMara

The who Photographer Steven Meisel shooting, well, you already know who, with star hairstylist Guido Palau and make-up guru Pat McGrath weaving their usual beauty magic.
The what Studio portraits focused on the brand’s new season accessories.

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6. Dior

The who Australian model Julia Nobis stars in the images by photographer Steven Meisel.
The what These images embody the spirit of Dior pre-Maria Grazia Chiuri, with leopard print literally dotted throughout.

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7. Coach 1941

The Who Photographer Steven Meisel (whose work features heavily in this post) shot models chosen for their spirit and personality: Rianne Van Rompaey, Sandra Schmitt, Jing Weng, Caitie Green, Dilone and Finnlay Davis.
The Where and why Manhattan. “Coach is about New York City,” says creative Stuart Vevers. “The word ‘cool’ as we know it and Coach were both born in the city in 1941 – and they’ve both had 75 years of swagger in pop culture.”


8. Zimmerman

The who Australian photographer Benny Horne shot model Deimante Misiunaite in the shoot styled by Michelle Jank
The what The collection, called Mirror Mirror, is already on sale

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9. Calvin Klein

The who Street cast models, alongside a long, long list of icons past and present: Kate Moss, Grace Coddington, Frank Ocean, Margot Robbie, Cameron Dallas, Henry Rollins, Bella Hadid, Zoe Kravitz, Presley Gerber, G.E.M et al, shot by photographer/filmmaker Tyrone Lebon.
The what The first time all four of the Calvin Klein platforms – mainline, Collection, Jeans and Platinum – have been presented together in the on campaign, which blends images, talent and attention-grabbing storytelling.


10. GIORGIO Armani

The who American photographer Peter Lindbergh, who has worked with Armani for many years, shot models (left to right) Liu Wen, Liya Kebede, Elisa Sednaoui and Amanda Murphy.
The why “I wanted to show different types of beauty, without barriers,” says Mr Armani. “Four young women who experience the present their own ways. With my style, I have always wanted to communicate the idea of concerte, real elegance, and this campaign renews this message with a sense of absolute modernity.”
The where On iconic French location, the Plage du Touquet.

Giorgio Armani New Normal Advertising Campaign FW1617_Peter Lindbergh

11. Elisabetta Franchi

The what Two sparkling friends stand out from the crowd as they dance the night away at an exclusive metropolitan nightclub.
The why To illuminate the brand’s carefree, bold and cosmopolitan attitude.


12. Michael Kors

The who Super-photographer Mario Testino captured supermodel Freja Beha Erichsen in the back seat of a luxury vintage car
The where In the back of a carpeted luxury vintage car, the star decked out in chain detailing, feathers and oversized shades.

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Cover image: from the Gucci AW16 campaign