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Our Favourite AW 2020 Fashion Campaigns

With the pandemic changing the world, the fashion shows are the next to take the digital step, with London announcing all shows will be held online until at least April 2021. The fashion houses have blown us away with their imaginative campaigns communciating important messages combined with creative designs, keeping up a sense of normality in a time that feels scary and uncertain. Here are some of our favourite this season:


“Clothes are objects of desire that remind us of emotion and experience: tools of memory of a precise moment within fashion and time, that on this occasion can help the future”


Running a very unique campaign from the 2nd – 15th October, this is Miuccia Prada’s last individually-created womenswear campaign and therefore Prada have wasted no time on making sure it’s memorable. Prada are implementing something different with their AW 2020 campaign and have partnered with Sotheby’s to run a special online auction, with all proceeds being donated to UNESCO’s educational projects around the world. The ‘Tools of Memory’ auction features incredible items ranging from previously worn catwalk clothes to show invites and prints.


With a global pandemic bringing people of all walks of life together, the ‘Live to Love’ fashion campaign from Balenciaga is a wonderful, captured creation of special moments between friends and loved ones of all ags, Balenciaga’s AW 2020 fashion show is in contrast to its previous whose focus was centred on darkness and the video is beautiful, with music composed by Tom Hodge.


I have always been drawn to the notion of duality and viewing things from two perspectives – bringing a depth and contrast to a person or a concept. This campaign explores this idea of mirroring, a theme which I established as a house code in the new Burberry identity 

Riccardo Tisci, Burberry’s Chief Creative Officer

The Burberry AW 2020 pre-collection campaign features models Irina Shayk and Reece Nelson, where the idea of mirroring themselves is explored through powerful positioning and expression.

4Jimmy Choo

You might recognise a certain rising star spearheading their latest ‘IN MY CHOOS’ campaign. That’s right. Daisy Edgar-Jones, who shot to fame after starring in the TV series ‘Normal People’, showcases a variety of shoes from casual sneakers to stunning ankle boots embedded with crystals.


“I asked them to represent the idea they have of themselves, to go public with it, shaping the poetry that accompanies them. I encouraged them to play, improvising with their life”

Alessandro Michele, Gucci’s Creative Director

Gucci’s Fashion Week presentation allowed the audience to have a peep behind the show’s curtain to see what life was like backstage, and their campaign goes one step further. Named ‘The Ritual’, models were given the chance to wear their own every-day clothing items and capture themselves at home, effectively giving them control of the brief. Leaving the creative project very much in the hands of the models, a variety of photographic styles ensued using professional cameras, disposable cameras and smart phones, depicting everything from daily rituals to hobbies. 

Which campaign is your favourite?