It’s November 3rd, darkness is already falling around four in the afternoon, and my thoughts have long since drifted towards skiing and the French Alps. Believe it or not, we’re less than two months away from the end of the year, and the holiday excitement is already in full swing. The older I get, the more I feel that time is moving faster – between deadlines, projects and endless to-do lists, entire months seem to pass in the blink of an eye. It’s one of those things my mother told me countless times growing up: If you think time is flying now, wait until you’re in your forties – then you’ll really understand.
This year’s holiday season feels particularly special: revolutionary, marked by change and victories we’ve been waiting for. There are gifts (which, of course, I always buy at the very last minute), celebrations and all the expectations we have for the year ahead. For fashion brands, however, the holiday season means less time for celebrating and considerably more work. Campaigns, special activations and festive collections are already being prepared, all designed to amplify the consumerist spirit of the holidays, while we get ready for yet another time of year when, judging by past experience, we’ll end up spending half our salaries in stores.
From Prada, which brought holiday magic to life through hand-drawn animation, to Gucci, which enlisted the Queen of Christmas for its campaign, we’re highlighting the fashion brands’ holiday campaigns and activations you shouldn’t miss.
#1 Prada
The fashion house that has undoubtedly won the Christmas campaign game this year (as it has many times before) is Prada. For their festive vision, titled Drawing Prada: Animated by Hand, Miuccia Prada and Raf Simons decided to transport us into a fairytale world brought to life with pencil, paper and animation. Starring Maya Hawke, Sadie Sink, Chen Haoyu, Luther Ford and Kelvin Harrison Jr., the campaign brings Glen Luchford’s photography together with hand-drawn winter landscapes and illustrations. The animation was created by John Pomeroy, an artist with more than five decades of experience in the medium. At a time when artificial intelligence can produce an almost perfect image in a matter of seconds, Prada chooses to remind us just how much magic lies in a process that requires time, patience and the human touch. This was one of those campaigns that, for a moment, transported me straight back to childhood.
#2 Burberry
Burberry is one of those fashion houses whose visual language I almost instinctively associate with the holidays: warmth, tradition and its signature check patterns feel perfectly at home during the festive season. This year, the brand has dedicated its campaign to celebrating its 170th anniversary. To mark the occasion, Pierce Brosnan and Fiona Shaw take on the roles of hosts at a festive gathering in the magnificent Longleat House, where golf cart rides, walks around the estate, holiday games and gift exchanges unfold throughout the day. The guest list includes Cara Delevingne, Dwyane Wade, Gabrielle Union-Wade, Wu Lei, Kim Min-ha, Nico Parker and Dylan Brosnan, while the evening celebrations culminate in dancing beneath a giant disco ball. Directed by Harmony Korine, the campaign also showcases Burberry’s unmistakable signatures: from cashmere scarves and Kensington trench coats to checked designs, festive pieces for children and even accessories for pets. I have to admit, my favourite stars of this campaign were (quite predictably) the Labradors.
#3 Gucci
Will Mariah Carey be the one to save Gucci? one of my colleagues wrote in our editorial group chat when, amid a sea of holiday campaigns, the Italian fashion house unveiled its own. Although the latest third-quarter financial report doesn’t bring particularly encouraging news – Gucci recorded revenue of €1.291 billion during the period, representing a six percent decline compared with the same period last year on a comparable basis – Mariah Carey certainly knows how to command attention. This time, the Queen of Christmas takes centre stage in Gucci’s festive vision, directed by Harmony Korine. Set in a luxurious hotel, the campaign follows the staff as they frantically prepare for her arrival, while, you guessed it, All I Want for Christmas Is You plays in the background. Mariah appears wearing pieces from the new Gucci collection, whose butterfly motif pays tribute to her longstanding fascination with the symbol, as well as her 1997 album of the same name. Mariah will undoubtedly save Christmas, but whether she can save Gucci remains to be seen.
#4 Chloé
I don’t know about you, but the model I’ve always considered my celebrity crush is Claudia Schiffer. Her energy, the way she wore clothes and her charisma made her one of those women whose style you couldn’t help but want to recreate. I was particularly fond of her because she was also one of Karl Lagerfeld’s key muses. The iconic supermodel is the face of Chloé’s new holiday campaign, which creative director Chemena Kamali envisioned in a more mysterious, nocturnal mood, without the usual festive clichés of Christmas trees, ornaments or an abundance of red and green. Photographed by David Sims, Claudia brings her signature combination of spontaneity, elegance and understated glamour to the images. This time, Chloé’s distinctive codes come to life through rich textures, sensual silhouettes and shimmering details, creating a cinematic atmosphere that perfectly captures the character of this unconventional holiday campaign.
#5 Bottega Veneta
Italian fashion house Bottega Veneta has welcomed the holiday season with a collection dedicated to the art of gifting, bringing together the house’s signature codes and thoughtful details that make every gift feel special. The collection features 36 pieces, ranging from bags and jewellery to footwear, with creative director Louise Trotter drawing inspiration from the interplay of textures and light. Soft fur, metallic finishes and sparkling embellishments bring a new dimension to familiar silhouettes, including the Andiamo bag in a dazzling silver iteration and the Rosa ballet flats in a winter-white shade, lined with soft fur. The house’s signature knot motif also appears on statement jewellery pieces, while the 1998 bag is adorned with sequins reminiscent of a perfectly tied bow. The visual direction of the accompanying campaign remains minimal and straightforward: models are photographed with flash against a pared-back set that keeps the focus firmly on the clothing and accessories. As for my rather unrealistic wish list, it now includes every single bag from the collection.
#6 Miu Miu
Gigi Hadid is one of those models who could sell me absolutely anything. Whether it’s a new pair of Havaianas flip-flops bearing her signature or a cashmere sweater from her own brand, you can be sure I’ll click buy and, more importantly, actually make it all the way through checkout. A similar scenario unfolded when I saw Miu Miu’s new holiday campaign. Set inside a magnificent house filled with antiques, family heirlooms and fir branches, Gigi appears alongside Louisa Jacobson, Xiao Wen Ju, Georgia Martin and other models, wearing festive looks that combine preppy tailoring, sporty aesthetics and intricate textures. The campaign also features Miu Miu’s signature headbands, which have emerged as one of the leading trends since the Fall 2026 collection and have been spotted practically everywhere ever since. The photographs were taken by Tina Barney, who brings an intimate, dreamlike quality to the campaign.
#7 SKIMS
Last but certainly not least, there’s SKIMS, the brand whose pyjamas I practically refuse to take off. Kim Kardashian has ushered in the holiday season with the launch of a special SKIMS Holiday Shop collection, accompanied by a retro-inspired campaign featuring her sisters Kourtney, Khloé, Kendall and Kylie, with a special appearance by Santa Claus. The campaign captures scenes of a family holiday gathering, complete with a touch of nostalgia and the brand’s signature sense of humour, while comfortable pieces from the new collection take centre stage. The festive offering includes everything we love about SKIMS: from pyjamas adorned with playful Christmas motifs and cosy loungewear sets to slightly more daring pieces, such as a knitted micro bra. If, like me, you’ve already been considering spending the holidays in your pyjamas, this collection couldn’t have arrived at a better time (the devil works hard, but the Kardashian-Jenners work harder).
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