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The Future of Luxury Fashion Campaigns: Key Trends for S/S 25
- Qui Joacin
- Mar 31
- 3 min read
How Joy, Simplicity, and Lo-Fi Aesthetics Are Defining the Next Wave of Luxury Fashion Trends S/S 25
The luxury fashion industry is evolving, and the way brands market their collections is changing too. Despite economic slowdowns impacting major fashion houses like LVMH and Kering, some brands are thriving by embracing joy, simplicity, and nostalgia in their campaigns.
WGSN saw five major themes shaping luxury fashion trends in advertising for S/S 25: a return to retro aesthetics, emotionally driven storytelling, and even the rise of darker, moodier summer campaigns. Let’s break down how brands are standing out and capturing attention in a competitive landscape.
Why These Trends Matter Now
The luxury fashion market is still projected to grow, with revenue reaching $150.37 billion in 2025 and a steady 3.09% CAGR through 2029 (Statista). However, not all brands are experiencing the same success. While some major players saw revenue dips in 2024, others—like Miu Miu (+97% in retail sales) and Hermès (+15% in ready-to-wear and accessories)—continue to flourish by staying true to their brand identity while innovating their campaigns.
In an era where consumer spending is more selective, fashion marketing needs to be emotionally powerful. The brands winning the luxury race are those creating “emotioneered” moments—campaigns that make audiences feel something real. Whether it’s nostalgia, joy, mystery, or serenity, the goal is to create an experience that sticks.
The 5 Biggest Luxury Fashion Campaign Trends for S/S 25
1. Retro Blue: The Color of Nostalgia and Joy
Expect to see Retro Blue take center stage in S/S 25 campaigns. This shade, reminiscent of vintage denim, faded Polaroids, and old-school movie posters, brings a sense of soft joy and familiarity that resonates deeply with consumers.
How Brands Can Use This Trend:
Incorporate Retro Blue in campaign visuals, from backdrops to clothing and accessories.
Pair it with soft lighting and film-inspired photography to enhance nostalgia.
Use it as a storytelling device, evoking memories of summer road trips, beach days, and carefree adventures.
2. Cultivating Joy Through Surrealism and Humor
With so much uncertainty in the world, joy is becoming a luxury in itself. Campaigns that embrace playfulness, surrealism, and humor are winning over audiences by offering a much-needed escape.
How Brands Can Use This Trend:
Create whimsical, unexpected visuals that surprise and delight consumers.
Take inspiration from Bottega Veneta and Burberry, blending high-end luxury with a touch of playfulness.
Use social media to amplify joyful moments, making campaigns more shareable and interactive.
3. Luxurious Dark Tones for a New Take on Summer
Forget the typical light, airy summer campaigns—moody, deep, and rich tones are taking over. Brands are shifting towards a “summer nights” aesthetic, leaning into the mystery and allure of the evening hours.
How Brands Can Use This Trend:
Feature deep jewel tones, rich blacks, and shadowy lighting in campaign imagery.
Play with contrast, mixing airy fabrics and delicate textures with dark, dramatic backdrops.
Capture the mood of summer nights, evoking elegance, mystery, and allure.
4. Leaning Into Lo-Fi Aesthetics for a Nostalgic Appeal
Luxury brands are moving away from hyper-polished perfection and embracing lo-fi aesthetics that feel raw, nostalgic, and authentic. This trend is all about tapping into the visual language of the past to create an emotional connection with consumers.
How Brands Can Use This Trend:
Use grainy film effects, Polaroid-style photography, and VHS textures.
Reference ’90s and early 2000s aesthetics, including washed-out colors and imperfect compositions.
Blend old-school technology with modern luxury, making the past feel fresh again.
5. Selling Simplicity: The Power of Minimalist Campaigns
As consumers become overwhelmed by digital noise, brands that embrace simplicity in their campaigns will stand out. The goal is to create visual calmness—a break from the clutter and overstimulation of modern media.
How Brands Can Use This Trend:
Focus on clean, uncluttered imagery with soft, natural lighting.
Highlight high-quality craftsmanship and materials through close-up, detail-oriented photography.
Use muted, neutral color palettes to evoke a sense of calm and timelessness.
Final Thoughts: What This Means for Luxury Marketing
Luxury fashion marketing is evolving, and the most successful brands are those that connect with consumers on an emotional level. Whether it’s through the joy of nostalgia, the mystery of dark summer aesthetics, or the simplicity of minimalism, campaigns need to tell stories that resonate.
As we head into Spring/Summer 2025, expect to see brands continue pushing the boundaries of what luxury looks and feels like. The best campaigns will be the ones that don’t just sell a product—they sell a feeling.
Which trend are you most excited about seeing in luxury fashion campaigns this season? Let’s discuss in the comments!
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