Sublime Fashion Campaigns from the New Season

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Ludovic de Saint Sernin Spring/Summer 2022
Ludovic de Saint Sernin Spring/Summer 2022Photography by Willy Vanderperre

From Hailey Bieber in that infamous Miu Miu miniskirt to early morning glamour on the Paris metro courtesy of Courrèges, here are some of the best Spring/Summer 2022 fashion campaigns

Miu Miu

Miu Miu has a knack for tapping the most interesting women of the moment – be they actresses, models, or musicians – and making them look more fabulous than ever before. Who can forget Chloë Sevigny’s laidback office chic by Juergen Teller for S/S96, Lindsay Lohan erotically-charged, chiaroscuro Mert and Marcus shoot for S/S07, or Bruce Weber’s controversial and subsequently banned campaign featuring Hailee Steinfeld on a railway track for A/W11? For their new S/S22 campaign, Tyrone Lebon shot actress-of-the-moment Emma Corrin with a peroxide blonde bob, Hailey Bieber wearing that infamous Miu Miu miniskirt, Atlantics star Mame Bineta Sane, Squid Game actress Lee Yoo-Mi, and more – the images have Lebon’s signature rustic colour palette, while the clothes are big on midriff.

Ludovic de Saint Sernin

“When I design the first thing that I think about is the body and how I am going to dress or undress it,“ Ludovic de Saint Sernin told AnOther last year. “The whole secret to a perfect LdSS look is that balance between what you choose to show or not show.” The Parisian designer’s new visuals perfectly exemplify this sensuous ethos; shot by Willy Vanderperre, they capture model Fernando Lindez in a series of nude and nearly-nude images, revealing just a hint of the delicate straps of lattice top, or a whisper of a Swarovski tank dangled between his legs. 

Raf Simons

Ever one to go against the grain, Raf Simons’ S/S22 campaign is decidedly unsummery. The dramatic black-and-white visuals – lensed by friend and long-time collaborator Willy Vanderperre – illustrate the Belgian designer’s collection Flashes of future romance in a world full of noise. Unveiled in Antwerp last year, the beautifully dark co-ed show looked to the in-between years which bridge youth and adulthood.  


Ever been heading home from a night out while everyone else is heading to work? Shot by Spyros Rennt on the Parisian metro, Courrèges’ latest campaign imagines a glamorous version of the post-club journey of shame, where models – dressed in sparkling gowns, slashed black suiting, and lemon sorbet ensembles – slump together sleepily on the train in the early hours of the morning. 

Alexander McQueen

Sarah Burton’s Alexander McQueen S/S22 show was based on storm chasers; a niche community of people who seek out severe weather just for the hell of it. “Storm chasing is not only about the beauty of the views but also a sense of mystery and excitement,” she said at the time. In a stately, black-and-white campaign shot by Steven Meisel, A-list models including Anok Yai, Lara Stone, Jill Kortleve and Guinevere Van Seenus don dresses printed with the panoramic, cloudy London skyscapes, bejewelled blazers and leather bustiers.


Shot by fashion photography’s wunderkind Tyler Mitchell, Coach’s energetic S/S22 campaign features a mega-watt cast of famous faces, including Jennifer Lopez, Megan Thee Stallion, Noah Beck, Wisdom Kaye and Kōki. Exploring Coach’s horse and carriage emblem through a pop culture lens, the That’s My Ride campaign references ride scenes in movies and music “that are now part of our collective imagination” in various cities around the world. 


Burberry’s S/S22 campaign does that rare thing – it mixes two (in this case, technically three) photographers’ work together. Images shot in the studio by Mert and Marcus are interspersed with Chris Rhodes’ more candid backstage photos of Riccardo Tisci’s menswear and womenswear collections – the results are contradictory and clashing, but in all the right ways. “As we come out of lockdowns around the world, I wanted this campaign to make people feel something, free to dream, free to feel youthful and alive again” says Tisci. “It is a beautiful dance, a very raw energy that’s powerful and full of life. Like an awakening.”


Designed by Lanvin’s creative director Bruno Sialelli, photographed by Luis Alberto Rodriguez and styled by Carlos Nazario, the French house’s most recent campaign sees Naomi Campbell and up-and-coming model Evan Garcia lounging around a series of plush interiors inspired by Jeanne Lanvin – the house’s founder.

Ermanno Scervino

Budding model Lila Moss – daughter of Kate Moss – stars in the latest Ermanno Scervino campaign wearing a series of delicate, feathered jumpers, shearling jackets and lacy trousers. “Women have changed a lot compared to when I started, they are emancipated,“ says Scervino. “Clothes can help but the real change depends on women themselves, on their intelligence and their strength.“


The Dior Spring/Summer 2022 show saw Maria Grazia Chiuri team up with Italian artist Anna Paparatti on a spectacular show set: models stood atop giant, colourful tiles of a board game. Colour is front and centre in the accompanying campaign, shot by frequent Dior collaborator Brigitte Niedermair, and the sets shine again – a miniature orange Lady Dior bag is backdropped by a geometric staircase to nowhere, and 1950s silhouettes by a seemingly infinite striped floor.