Major fashion houses are already embracing the upcoming winter season by rolling out their 2026 holiday advertising campaigns, offering early glimpses of seasonal collections and festive visual storytelling.
Ferragamo leads its 2026 holiday campaign, titled The Joy of Loving, by casting Kris Jenner as the matriarch and director of a fictional film. Photographed by Ilya Lipkin, the campaign features Jenner leading screen tests for a diverse cast of faces, including model Paloma Elsesser alongside her brother Sage, the girl group The Womack Sisters, and Sofia Testino with her dog Syko. Additional appearances include actress Joan Chen with her daughter Audrey Hui, and acting coach Nancy Banks with her son, actor Benny Buckley.
Creative director Maximilian Davis noted that the brand centers heavily on family dynamics, designing collections that span multiple generations while emphasizing enduring pieces meant to be passed down. Salvatore Ferragamo’s son, Leonardo Ferragamo, added that the campaign reflects the brand’s foundational roots, highlighting beauty born from craftsmanship, humanity, and joy.
Other prominent luxury brands have also debuted their winter and holiday presentations. Loro Piana transported its campaign to a cabin weekend setting, photographed by Annemarieke Van Drimmelen. The collection relies on the brand’s signature muted palette of dark greens and earthy browns, accented with pops of winter-white and marigold. Essential après-ski looks feature warm jersey trousers and tops paired with classic outerwear pieces such as the Spagna jacket and the Konny vest, both crafted from wool and detailed with fine needlework.
Chanel turned its focus to alpine slopes for the 2026 Coco Neige collection, blending modern silhouettes with retro flair. The visuals showcase bright red knits, colorblocked puffer jackets, and winter whites, punctuated by playful accessories including penguin- and polar bear-shaped purses and earrings, alongside shearling caps designed to withstand cold weather.
Dior adopted a whimsical approach for its 2026 holiday presentation, transforming its historic 30 Montaigne flagship store into a sugar-dusted gingerbread house. Brand ambassadors Anya Taylor-Joy and Deva Cassel star in an accompanying musical video, prancing through the reimagined boutique, sampling Dior cookies, spritzing signature fragrances, and decorating an icing-lined cookie Christmas tree.
