Big-name ambassadors, fresh storytelling feature for Fall 2025 luxury fashion campaigns

This week, fashion houses continue to roll out their Fall 2025 campaigns with big-name ambassadors and fresh storytelling, blending heritage codes with modern style cues. Here’s a look at five of this week’s biggest launches:

Jimmy Choo

Jimmy Choo reunited with Sydney Sweeney for its Autumn 2025 campaign, styled as a cinematic journey that blurs the line between fantasy and reality. Shot in a series of vignettes, the Emmy-nominated actress moves through shifting environments that mirror the energy of each shoe and bag. The concept, a modern fable of feminine expression, aims to push the idea that we can play the role of whoever we want to be.

Ludovic de Saint Sernin

Ludovic de Saint Sernin casts Amelia Gray, Alejo Humanes, and Lewis Gillooley in a provocative Autumn/Winter 2025 campaign shot by Stuart Winecoff and styled by Carlos Nazario. Set against a corporate backdrop, the imagery fuses boardroom power with subversive sensuality, recalling Helmut Newton’s iconic heroines. With latex, leather, and tailoring, Gray leads as a modern dominatrix flanked by her male counterparts, blurring lines between eager subordinates and dangerous accomplices. Art directed by Lolita Jacobs and Jean-Baptiste Talbourdet, the campaign continues the brand’s ongoing dialogue with BDSM culture and its uncompromising exploration of sex.

DKNY

DKNY unveiled Hailey Bieber as the face of its Fall 2025 campaign, photographed by Mikael Jansson against an industrial New York backdrop. The model and entrepreneur brings her intuitive style to the collection, which bridges past and present with varsity jackets, reimagined tailoring, and key accessories such as the Hadlee Bag and Paula Commuter Tote. Pops of the brand’s signature iconic taxi cab yellow color appear throughout the campaign, while a Yankees cap collaboration cements its New York identity.

Boss

Boss tapped global ambassador Shohei Ohtani to front its Fall/Winter 2025 collection, a wardrobe built on precision tailoring, innovative craftsmanship, and superior fabrics. Ohtani embodies the brand’s #BeYourOwnBoss ethos in looks ranging from a slim-fit wool suit and a Prince of Wales coat in water-repellent twill to tonal silk knitwear and coordinating trousers. The campaign celebrates Boss’s vision of heritage craftsmanship infused with contemporary design.

Amiri

Amiri has named world champion boxer Saúl “Canelo” Álvarez as its latest brand ambassador, fronting an extension of the Autumn-Winter 2025 campaign. Shot by Hart Leshkina in a vintage mansion setting, the campaign contrasts Álvarez’s public persona as a sporting icon with his private self, blending sleek tailoring, ruffled tuxedo shirts, and American sportswear pieces. The imagery underscores Mike Amiri’s ongoing exploration of modern idols off-duty, and in the spotlight, framing fashion as a tool for self-expression and strength.