From the first-ever Margiela girl to Miss Sixty’s major comeback.
As 2025 draws to a close, many of us take this opportunity to reflect on our personal growth, our favorite moments and the challenges we faced. In fashion, however, we take this opportunity to look back on some of our favorite campaigns and celebrity moments. Each to their own, we say…
Each fashion year is the product of its it-brands and designers, the fashion week shows and the trends that emerge from them. In and amongst all that, though, are the campaigns that got us all talking, from new ambassador announcements and designer debuts to cool models wearing cool clothes.
Read on for our top 10 list of the best fashion campaigns of 2025, and while you’re here, check out the next big trend that’s going to be everywhere for 2026.
1. Bella Hadid x Miss Sixty
When the nostalgic women’s denim brand MISS SIXTY made its comeback in March, we decided then and there that it was already going to be one of the best campaigns of 2025. Tapping up Bella Hadid for a playful, Y2K-inspired shoot, the new Spring/Summer 2025 offering transported us to a retro supermarket, honing in on the brand’s vintage charm while embodying “effortless Italian ease.”
2. Burberry x Bus Aunty
Burberry was on fire with its campaigns this year. From the incredibly chic swimwear drop to that nostalgic festival campaign, the last few months have most definitely helped the heritage brand to reclaim its crown. But of course, that wasn’t enough, because this year, the brand also dropped what might have been its most surprising team-up yet. Tapping TikTok sensation “Bus Aunty,” otherwise known as Bemi Orojuogun, its “Back to the City” campaign celebrated everything that makes London the cultural melting pot that it is.
3. Patrick Schwarzenegger for SKIMS
SKIMS returned with its annual “Wedding Shop” collection, which this year, debuted with The White Lotus star Patrick Schwarzenegger and his fiancée, Abby Champion. Lensed by photographer Carin Backoff, the new campaign celebrated the engaged couple’s undeniable chemistry in the signature SKIMS way.
4. Pete Davidson x Reformation
This Valentine’s Day, cult-loved label Reformation teamed up with “the go-to complement to beautiful and talented women everywhere,” aka Pete Davidson. Known for his surprising level of BDE and his slew of famous girlfriends, Davidson was dubbed the “official boyfriend” of Reformation in their V-day campaign. It was a big one.
5. Jennie x JPG
Jennie, a member of BLACKPINK, a solo artist and an actor, was able to add Jean Paul Gaultier model to her impressive list of credits this year, as the K-pop icon was dubbed JPG’s “Ultimate Showgirl” earlier this year, starring in the brand’s Pre-Collection Fall 2025 campaign.
6. Miley Cyrus x Maison Margiela
Maison Margiela‘s Fall/Winter 2025 campaign marked the first time ever that the brand had a celebrity fronting its campaigns. Featuring surprise star guest Miley Cyrus, it was a major milestone for the fashion community. Since its inception in 1988, the brand has been built on anonymity and obscurity, with founder Martin Margiela himself avoiding interviews, and the design team originally remaining unknown. So, when, after almost four decades of this concept of namelessness, the decision to choose a celebrity to front the campaign was a pretty huge one, and we were very pleased it was Miley.
7. Zendaya x Louis Vuitton Murakami
Louis Vuitton rang in 2025 with a welcome splash of Y2K nostalgia, releasing a new rendition of its iconic collaboration with Japanese artist Takashi Murakami. Debuted by Zendaya, the launch rolled out in two drops — one which arrived in January and the other in March. Showcasing over 200 pieces, from signature City Bags to playful accessories like silk scarves, sunglasses, perfume bottles and even a skateboard, the accompanying campaign was pretty major.
8. Nadia Lee Cohen x Rachel Sennott x Balenciaga
For Balenciaga‘s Summer 2025 campaign, the brand teamed up with the inimitable Nadia Lee Cohen for a striking series of portraits that took inspiration from classic Hollywood costume tests. Exploring themes like identity and performance, the campaign featured Rachel Sennott, Kyle MacLachlan, Linda Honeyman, Sunnyi Melles and Mark Eydelshteyn. Embodying characters like “the socialite” and “the girl next door,” the campaign transported us behind the scenes, emphasizing the importance of dress and styling in creating a character.
9. havaianas x Gigi Hadid
When it comes to flip-flops, one brand that immediately came to mind this year was Havaianas. The Brazilian label, known for its effortlessly cool, beach-ready sandals, announced Gigi Hadid as its new global ambassador this year through a major campaign. Once relegated to sandy shores and poolside lounging, flip-flops found their way back into mainstream fashion in 2025, and who better to bring them back than Hadid?
10. Jacob Elordi x Cartier
Jacob Elordi returned to our feeds in a big way this year and for once, it wasn’t just because of Bottega Veneta. No, this time, he reunited with award-winning director Sofia Coppola for an all-new campaign with Cartier. Announced this year as the brand’s newest ambassador, the actor starred in Cartier’s new “LOVE Unlimited” campaign, shot in New York City. The new project also featured a very welcome series of behind-the-scenes stills shot by the actor’s sister, Isabella Elordi.
Dior taps new Dior Perfumes ambassadors Anya Taylor-Joy, Jisoo, and Willow Smith to ignite your inner glow with the new Dior Addict fragrances by Francis Kurkdjian and Dior Addict Lip Glow Oil by Peter Philips.
From Rosalía’s ‘LUX’ to Lily Allen’s generation-crossing comeback and Kendrick Lamar’s bootcut jeans, these were the hottest moments in music this year.
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