J Lo poses in a Coach leather skirt with a thigh-high slit

With the start of the fall 2022 season comes a new offering of ad campaigns, from both major fashion houses and retail giants. The same trends we saw at fashion week is reimagined in photo shoots, some staged to provide commentary on climate change, such as Balenciaga, or to pay tribute to New York City, like Michael Kors. Other brands are taking things a step further with experiences that go beyond simple images, launching experiences in metaverse and takes over the city’s landmarks à la Kate Spade. The goal? Giving the clothes a new life off the runway and inspiring fans to make their shopping lists ahead of the fall season.

This year, fashion brands relied on star power, enlisting celebrity spokespeople to model their new designs. Coach pressed Jennifer Lopez for its Icons campaign, photographed by Tyler Mitchell, showing a classic handbag paired with a leather jacket and high-slit skirt. Kim Kardashian made headlines in the aforementioned Balenciaga shoot, posing in a cut-out, backless dress against a backdrop of thunder and sea ice. Vloggers Emma Chamberlain styled a mix of closet staples and nostalgic trends, from strappy mini dresses to plaid skirts and loafers, for Aritzia’s Sunday Best campaign.

But there are just as many memorable ad campaigns without familiar subjects. Burberry harnessed the power of community and individuality with models dressed in delicate pink lace or hard leather. Alexander McQueen let the clothes speak for themselves: suits and dresses in abstract artful prints that pop against a dark, neutral background.

From J Lo’s fall-ready separates at Coach to Michael Kors’ suits captured in front of NYC landmarks, see the best fall 2022 fashion ad campaigns ahead.

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