Missoni Spring/Summer 2018 campaign
Missoni Spring/Summer 2018 campaign

The Best Spring/Summer 2018 Fashion Campaigns

06 Feb 2018 | Updated on: 27 Sep 2022 |By Mhairi Mann

This season’s campaigns bring us new faces, diversity, far-flung locations and a covetable new wardrobe of clothes


Missoni Spring/Summer 2018

Harley Weir captures the kaleidoscopic Missoni Spring/Summer 2018 collection in a new campaign starring Kendall Jenner. Not that you would immediately know – the model’s face is hidden behind a vast wide-brim hat in all but one photograph. The campaign marries Weir’s signature languid sensuality with Missoni’s wanderlust-infused, retro attitude, shot in the White Sands National Park in New Mexico. The vast white dunes provide a radiant canvas for the Italian fashion house’s signature semi-sheer beach cover-ups and wafting dresses, with coordinating vivid accessories.


Prada Spring/Summer 2018

When Miuccia Prada created her iconic nylon backpack in 1984, it propelled the Italian label into the fashion stratosphere. The synthetic fabric is now synonymous with the brand and is reflective of Prada’s unique ability to subvert our perception of femininity and luxury. Black nylon populates the new Spring/Summer 2018 campaign, styled by Olivier Rizzo and shot by Willy Vanderperre, with casting by Ashley Brokaw.

Six photographs bring together familiar faces and rising runway stars, including Dutch newcomer Alyssa Traoré and US-born Kenyan teen Imari Karanja. The campaign oscillates between hazy sunsets and modern concrete to mirror the versatility, strength and contemporary beauty of the Prada woman.


Gucci Spring/Summer 2018

For the Gucci Spring/Summer 2018, Alessandro Michele collaborated with Spanish photorealist artist and illustrator Ignasi Monreal on a series of beguiling digital paintings, coined ‘Utopian Fantasy’. Sequinned mermaids, a knight on horseback and a trio of women fishing in the clouds are among the spellbinding characters that star in Gucci’s subverted reality, dressed in diaphanous gowns, emblazoned jumpers and bright tailoring. Classic artwork informs the campaign, from John Everett Millais’ Ophelia, to The Garden of Earthly Delight by Hieronymus Bosch.


Coach Spring/Summer 2018 starring Selena Gomez

Selena Gomez once again fronts the Coach campaign, shot by Steven Meisel. The esteemed fashion photographer distils creative director Stuart Vevers’ Americana-infused, relaxed approach to luxury by photographing Gomez leaning coolly on a fire escape in New York, against a backdrop of the city’s dramatic skyline. She is dressed in a sequin mini dress, leather jacket slung nonchalantly over one shoulder, with hair coiffed by stylist supremo Guido Palau. Gomez carries various iterations of the Parker bag, a new style from Coach that launches this month.


Versace Spring/Summer 2018

Versace’s Spring/Summer 2018 collection marks the 20th anniversary of Gianni Versace’s brutal death. In tribute to the late designer, Donatella’s collection is a celebratory rendition of iconic prints, glamour-charged pieces and bold, gold accessories from the Versace archives. Shot by Steven Meisel, the campaign captures the ‘Versace Family’ old and new, from Naomi Campbell and Christy Turlington to Gigi Hadid and Cindy Crawford’s daughter, Kaia Gerber.

Miu Miu

Miu Miu Spring/Summer 2018

Miu Miu travelled to the Arizonian desert for the Spring/Summer 2018 campaign. Shot by Alasdair McLellan and styled by Katie Grand, the rugged, dusty landscape is enlivened by Miuccia Prada’s decorative floral patterns, contemporary tailoring and rich embellishment.

The all-star modelling cast includes Elle Fanning, Adwoa Aboah, Olivia Anakwe, Edie Campbell, Oumie Jammeh, Faith Lynch, Rianne von Rompaey, and Cameron Russell. Each member of this empowering female crew was selected for their reputation as a radical thinker and one that uses social media to promote progressive attitudes and social progress. Aboah is an ambassador for Save the Children and collaborates with the online media platform Gurls Talk, while Elle Fanning works with REALgirl to promote gender equality.


Tod's Spring/Summer 2018

Tod’s takes us to Malibu for the sunkissed new Spring/Summer 2018 campaign, starring Kendall Jenner, Roberto Bolle and a small furry friend. Revered Swedish photographer Mikael Jansson worked with creative studio Baron & Baron to create a series of collaged photographs, which coordinate the Italian brand’s new collection with golden Californian sunsets and tempting azure waves.