From creative concepts to surprise celebrity castings, these are the fashion campaigns that surprised and delighted Fashionista editors throughout 2025.
This year’s many creative director switch-ups set the stage for multiple debut campaigns, with Michael Rider’s inaugural Celine visuals and Sarah Burton’s first Givenchy ad starring Kaia Gerber rising above the pack. Donatella Versace’s final campaign for the Italian luxury house also went down in fashion history as she tapped Claudia Schiffer, Kate Moss, Anok Yai and more for a fitting send-off.
Speaking of Schiffer and Moss, the 1990’s and 2000’s surged as these supermodels seemed to be everywhere in 2025, the Spice Girls’ Mel C made the list for loafing around for JW Anderson, Seinfeld’s Jason Alexander showed his Yankees spirit, and Jon Gries, a.k.a. Napoleon Dynamite’s Uncle Rico had fun with a banana for Jacquemus.
Calvin Klein nearly broke the internet twice this year with its Bad Bunny- and Rosalía-fronted campaigns; Gap’s Katseye ad set to “Milkshake” by Kelis sparked its own TikTok trend; Zendaya went intergalactic for her On partnership; and Moncler enlisted cinematic icons Al Pacino and Robert De Niro to promote its puffer jackets.
Of course, “memorable” doesn’t always mean “good”: For instance, Sydney Sweeney’s American Eagle denim advertisement ignited online accusations of promoting white supremacy, while SKIMS discovered what merkins are.
Here’s Fashionista’s full list of the Most Memorable Fashion Ad Campaigns of 2025:
- Katseye for GAP
- Gwyneth Paltrow and daughter Apple Martin for GAP Studio Fall 2025
- Zendaya’s “Zone Dreamers” for ON
- Miley Cyrus for Maison Margiela Fall 2025
- Claudia Schiffer for Versace Fall 2025
- Kaia Gerber for Givenchy Fall 2025
- Sha’Carri Richardson for NikeSkims
- Hailey Bieber for DKNY Fall 2025
- Ayo Edebiri for Loewe Spring 2025 Pre-Collection
- Jason Alexander for Kith x Yankees
- Bad Bunny for Calvin Klein Spring 2025
- Beyoncé for Levi’s “Refrigerator”, the third chapter of the “Reiimagine” campaign
- Thom Browne Holiday 2025
- Al Pacino and Robert De Niro for Moncler “Warmer Together”
- Rosalia for Calvin Klein Fall 2025
- Kendal Jenner for Adanola January 2025
- Kyle MacLachlan for Balenciaga Summer 2025
- Hunter Schafer for Gentle Monster Fall 2025
- Kendrick Lamar for Chanel Spring 2025 Eyewear
- Gigi Hadid for Miu Miu Holiday 2025
- Doja Cat for Marc Jacobs Pre-Fall 2025
- Tyler, The Creator for Bottega Veneta’s “Craft is our Language” campaign
- Celine Spring 2026
- Claudia Schiffer for Chloé High Summer 2025
- Mel C for JW Anderson’s Loafer Bag campaign
- Kate Moss and Chloë Sevigny for Saint Laurent Fall 2025
- Tate McRae for Valentino Cruise 2026
- Jon Gries for Jacquemus “Going Bananas for Jon” campaign
Proving that memorable doesn’t always mean good:
- Sydney Sweeney for American Eagle Fall 2025
- Skims “The Ultimate Bush”
- Kylie Jenner for Miu Miu Fall 2025
- Matt Rife and Heidi N Closet for E.l.f. Cosmetics
If you missed any of these, you can still check them out on the company Instagram pages and websites.
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Photo Credit: Featureflash Photo Agency / Shutterstock.com