From Prada’s Surreal Feathered Creatures To Saint Laurent’s Grainy Late-Night Glamour, Spring 2026’S Best Digital Campaigns Embraced Cinema, Emotion, And World-Building
Digital campaigns kept stretching further into cinema this season. Spring 2026 moved beyond the idea of fashion films as simple moving-image extensions of print campaigns and embraced something fuller, stranger, and more emotionally immersive. Brands leaned into atmosphere, pacing, sound, and character with real confidence. Prada led the charge with a campaign that felt delightfully surreal, pairing models with giant feathered creatures by artist Jordan Wolfson in a series of uncanny, funny, slightly unsettling encounters. The result lingered in the mind long after the screen went dark, which is exactly what great digital storytelling is supposed to do.
What made the strongest campaigns stand out was their willingness to build worlds rather than simply sell products. Saint Laurent wrapped Charli XCX in grainy late-night tension, Ferragamo delivered polished cinematic intimacy with Christy Turlington, and Zara and Willy Chavarria staged a melodramatic poolside universe that unfolded like fragments from an overheated European film. Maison Margiela filled an opera house with choreographed chaos, while Marc Jacobs embraced humor and performance through Rachel Sennott’s wonderfully expressive presence. Each project understood that digital audiences respond to feeling. Mood travels faster than product shots ever will.
There was also a refreshing looseness to many of these campaigns. Lacoste transformed sport into playful urban theater, Coach built a warm literary fantasy around storytelling and self-expression, and Prada reminded the industry that fashion still has room for weirdness. Together, the season’s best digital campaigns embraced movement, personality, and cinematic scale with a freedom that made the work feel alive. They invited viewers into fully imagined spaces where fashion could flirt with art, performance, absurdity, and emotion all at once.
Prada
‘I, I, I, I AM… PRADA’ Spring 2026 Ad Campaign
Prada Creative Directors | Miuccia Prada and Raf Simons
Campaign Creative Director | Ferdinando Verderi
Artwork | Jordan Wolfson
Photographer | Oliver Hadlee Pearch
Models | John Glacier, Levon Hawke, Nicholas Hoult, Damson Idris, Carey Mulligan, Hunter Schafer, and Liu Wen
Saint Laurent
Spring 2026 Ad Campaign Part One
Saint Laurent Creative Director | Anthony Vaccarello
Photographer | Glen Luchford
Model | Charli XCX
Zara and Willy Chavarria
‘Vatísimo’ Spring 2026 ad campaign
Willy Chavarria Creative Director | Willy Chavarria
Photographer | Glen Luchford
Talent | Alberto Guerra, Carla Pereira, Christy Turlington, and Halid Nuhu
Lacoste
‘Life is a Beautiful Sport’ Spring 2026 Ad Campaign
Director | Fredrik Bond
Talent | Novak Djokovic
Ferragamo
‘La Prima Impressione’ Spring 2026 Ad Campaign
Ferragamo Creative Director | Maximilian Davis
Agency | Baron & Baron
Chief Creative Officer | Fabien Baron
Creative Director | Jeremy Kaye
Director/Photographer | Antoneta Kusijanović
Models | Christy Turlington, Edoardo Sebastianelli, Kaplan Hani
Stylist | Lotta Volkova
Hair | Moiselle de Pinto Moreira
Makeup | Thom Walker
Manicurist | Sara Ciufo
Casting Director | Mischa Notcutt
Production | Smuggler
Marc Jacobs
‘The Scene’ Spring 2026 Ad Campaign
Creative Director | Lina Kutsovskaya and Said Differently
Models | Rachel Sennott, Francesca Scorsese, Morgan Maher, True Whitaker, and Sandra Bernhard
Maison Margiela
‘Joy’ Spring 2026 Ad Campaign
Models | Max Richter, Association Orchestre à l’École
Location | Théâtre de la Villette, Paris
Coach
‘Explore Your Story’ Spring 2026 Ad Campaign
Coach Creative Director | Stuart Vevers
Director | Marcus Ibanez
Photographer | Elaine Constantine
Director of Photography | Patrick Golan
Production Company | New—Land
Models | Elle Fanning, Storm Reid, Paige Bueckers, SOYEON, Lilas, and Shan Yichun
Stylist | Olivier Rizzo
Choreographers | Holly Blakely and Chaewon Kim
Movement Director | Paul Sadot
Hair | Jenda Alcorn, Jazmyn Hobdy, Hayley Logan, Zhao Wenzhi, Chun A Ram, and Oh Ji Hye
Makeup | Erin Ayanian Monroe, Pauly Blanch, Kenneth Soh, Xue BingBing, Kim Haemin, and Moon Ji-Won
Manicurist | Chiara Ballisai, Emily Rose Lansley, Kim Jin Sol, and Moon Ji-Won
Stylist | Samantha McMillen, Jason Bolden, Rebecca Grice, Kim Young Man, and Keita Sasaki
Music | Composed and performed by Jean-Marc Yee, represented by String and Tins Limited
Creative Agency | Forsman & Bodenfors
Creative Strategy | Mandai Loop