The magic of the holiday season is upon us, and our favourite fashion brands are getting ready to celebrate too, with their new holiday collections and corresponding campaigns. From Miu Miu to Versace, high-fashion houses are opening the door to the season’s dazzling aesthetic, filled with shimmering sequins, gift-ready garments, and pristine holiday wrapping. The campaigns accompanying these holiday accoutrements are no less impeccable, with videos and photographs shot by the industry’s top creative talent to showcase stunning clothes and accessories. Ahead, the best holiday fashion campaigns of 2022.
Messika’s The Eternal Shine Of A Magical Evening
Maison Messika‘s 2022 holiday jewellery collection is brought to life in this high-gloss campaign, where each piece of jewellery is styled on one of the models attending a chic New Year’s Eve party at an upscale apartment. The party setting reflects the jewellery featured, as items from collections such as D-Vibes and Move comingle in the campaign. “I imagined this photoshoot as a DJ set, mixing collections like music samples,” said the brand’s founder Valérie Messika. The meticulous placement of the jewellery married with the carefree attitude of a party gives the French high jewellery house’s holiday campaign a rock-and-roll meets couture ethos.
LOEWE’s 2022 holiday campaign
Loewe‘s creative director, JW Anderson, is known for his artful design approach to fashion and accessories, and the brand’s 2022 holiday campaign was no different. It featured items from the Spanish fashion brand’s holiday gift edit posed like products in a series of still life paintings. This selection of accessories and home decor was lensed by Lukas Wassmann, who focused on colour composition while capturing the items on camera. The campaign was set in the resort town of La Grande-Motte and the Salins du Midi salt pans, evoking the barefoot glamour of the Southern French coast. The plain yet elegant backdrops and use of colour resulted in a memorable series of still life imagery for Loewe’s 2022 holiday campaign.
Valentino The Party Collection
Valentino‘s 2022 holiday collection campaign, “The Party,” is an ode to merrymaking, wherein models are presented as friends preparing for a fun-filled night. They’re lensed in purple and gold-toned rooms that complement the clothing featured in this luxury collection. The emptiness of the rooms is purposeful, so as to not distract from the fashion styles in the collection. It makes styling choices like the gold Valentino stud choker (pictured above) stand out even more than they would on their own.
Etro’s Step Into The Party
Etro’s creative director, Marco De Vincenzo, presents his SS23 Collection within the Italian fashion brand’s latest campaign, “Step Into The Holidays.” The holiday campaign is full of contrasts, using both stark black backgrounds and walls of dazzling glitter to display items from the collection. The former is reminiscent of surrealism, with products presented as floating or held by hands coated in silver glitter, and the latter invokes the spirit of the holidays with its bright and optimistic backdrop. Presented as a whole, Etro’s “Step Into The Holidays” campaign perfectly balances the magic and warmth of the season.
Miu Miu’s Private Wishes
Miu Miu‘s 2020 holiday campaign, “Private Wishes,” features pensive models ruminating over their innermost desires in a stripped-back, utilitarian setting. The video campaign is edited to resemble a dreamscape, where the models’ overlapping messages are communicated to the viewer through obstructed audio, staying true to the “private” quality in its title. The Italian fashion brand asks its viewers to consider what they truly wish for this holiday season. For us, it’s less about mistletoe and more about Miu Miu head-to-toe.
Prada’s A Simple Gesture
This holiday season, Prada invites us to consider the excitement of gift-giving, more specifically, the significance of giving and receiving the Italian fashion house’s signature gift box. Its 2022 holiday campaign, “A Simple Gesture,” underscores how simply seeing a Prada box builds anticipation and makes the exchange all the more exhilarating. American actress Diana Silvers is the face of this campaign and is lensed while wearing a complete Prada look as if to give us a preview of what might be inside our own boxes.
Versace’s 2022 Holiday Campaign
Versace‘s 2022 Holiday Campaign is a high-gloss drama that pays homage to the world of the theatre. It follows the star of the campaign, Lily McMenamy, as she heads to a show, meeting unique characters on the way. The Italian fashion brand is no stranger to the theatre; its longstanding relationship with the arts dates back to 1987 when Gianni Versace created his Versace Teatro books. This campaign harkens back to the heritage brand’s original creative influences while showcasing its newest gift-ready collection.
Burberry Festive
Shakira is completely crystallised in Burberry‘s 2022 holiday campaign, “Burberry Festive.” The singer wears a barely-there nude dress embellished with dazzling crystals, paired with statement jewellery and a matching silver clutch. The campaign invokes the opulence associated with the holidays, as Shakira poses amongst a chandelier, violin, porcelain tableware, and more. Finally, the word “LOVE” is written across a diamond ring slipped onto the singer’s finger before she walks away from the camera, revealing a crested “B” for Burberry on the back of her dress. Reading our minds much?
Harvey Nichols “The Art of Gifting”
Harvey Nichols‘s Dubai Festive campaign “The Art of Gifting” is a tribute to the generous gift exchanges made over the holidays between loved ones. The campaign aims to highlight the department store’s curated selection of gift-ready items and stocking stuffers, like jewellery by completedworks and designer socks by Vivienne Westwood and Off-White. The thorough edit consists of womenswear for the holidays as well, featuring formalwear for all of your special occasions. Discover holiday styles and more now at harveynichols.com.
