By Jessica Ye (Jessica Yap)
The Spring Summer 2026 season has arrived with a sharp intake of breath, trading the tired, loud gimmicks of last year for a version of luxury that feels far more intentional and physically grounded.
Leading this shift is the new era of Loewe under Jack McCollough and Lazaro Hernandez. Their debut campaign, photographed by Talia Chetrit, is a visceral masterclass in material tension. Moving away from quirky surrealism, the imagery focuses on the relationship between skin and substance, highlighting heat-sealed leather and shredded textures. The Amazona 180 bag is reimagined as a fluid extension of the body, a bold, observant pivot that replaces whimsy with refined precision. The campaign features a cast of emerging cinematic talents, including Talia Ryder, Isla Johnston, and True Whitaker.
Following this is Michael Kors, who has effectively commandeered the South of France. Shot by Lachlan Bailey in Saint Tropez, the campaign captures a polished ease through longtime muse Suki Waterhouse and the brand’s newest ambassador, Danny Ramirez. Styled by Emmanuelle Alt, the visuals pair tailored blazers with Mediterranean ruffles, positioning the Hamilton Moderne and Nolita bags as the essential accessories for a summer in transit.
Saint Laurent continues this obsession with visual storytelling through a masterclass in atmospheric allure. Shot by Glen Luchford, the campaign strips away digital sheen for a raw, cinematic character. Featuring Bella Hadid alongside Mark Eydelshteyn and Mubarak, the visuals exude a vintage analogue quality. The grain and nocturnal tension elevate silk and leather into a “midnight narrative,” focusing on the “Engineering of Allure”.
Prada’s meta-narrative campaign, titled Image of an Image, was lensed by Oliver Hadlee Pearch in collaboration with artist Anne Collier. The campaign questions the act of the gaze by featuring hands holding physical photographs of the collection. The cast, including Hunter Schafer, Nicholas Hoult, and Carey Mulligan, is seen through layers of conceptual framing that celebrate the campaign as a material object.
The season reaches a peak of cinematic heritage with Ferragamo’s campaign, La Prima Impressione. Directed by filmmaker Antoneta Alamat Kusijanović and starring Christy Turlington, the narrative moves into the intimate dynamics of an Italian villa. Turlington anchors the story as a family matriarch, exploring the subtlety of first impressions. The collection features archival-inspired leopard prints, the sculptural S-heel mule, and the woven Hug bag.
Finally, we witness the end of quiet luxury at Gucci with the dawn of the Demna era. The campaign, titled La Famiglia and shot by Catherine Opie, is a celebration of “Gucciness” through a series of archetypes. Starring Alex Consani as “La Bomba” in a tiger fur chubby, the imagery is steeped in Italian glamour, pussy bows, and a re-proportioned Bamboo 1947. It is a bold, calculated shift proving that the most successful brands in 2026 are those that understand the engineering of a moment.
Together, these campaigns signal a definitive exit from the hollow spectacle. They suggest that the most successful houses in 2026 are those that have moved beyond the digital surface to invest in the weight of a narrative. They aren’t simply moving units; they are building visual worlds that demand we look closer and react faster.
In an era where many are increasingly distracted by the noise of the “new,” true luxury remains a dialogue between substance and intent. These campaigns aren’t just ads; they are the new blueprints for cultural endurance.
