Luxury Campaigns That Celebrate Playfulness

The fashion industry often serves as a mirror that reflects the social and economic state of a given moment. In 2025, amid economic uncertainty with Trump’s related tariffs and global unease, luxury brands are responding with an unexpected yet welcome pivot: playfulness. Whether through surreal sets, eclectic casting, or tongue-in-cheek storytelling, luxury fashion’s latest campaigns suggest a growing appetite for delight and experimentation beyond nostalgia and whimsy. From Loewe’s cast of expressive characters framed in modernist domesticity to Louis Vuitton’s revival of its Takashi Murakami collaboration, the notion of “play” is no longer peripheral to luxury’s landscape but is rather a central component to it.

Maisons like Alexander McQueen and Saint Laurent are subverting their own codes, using humour, character-driven narratives and idiosyncratic locations to ground high fashion in the performance of everyday life. Play is not nostalgia or a return to childhood but rather where “fun”, in all its nuanced forms, becomes part of a brand strategy for staying culturally fluent and emotionally resonant. LUXUO rounds up the season’s most compelling campaigns embracing fashion’s lighthearted turn.

LOEWE x On

LOEWE continues its creative evolution with Swiss performance brand On, unveiling a fresh fall/winter 25 collection that playfully blurs the boundaries between technical precision and aesthetic joy. At the heart of the collaboration is the redesigned Cloudventure 2.0 — a vibrant, urban-ready take on On’s original performance sneaker, now infused with LOEWE’s distinctive design language and textural wit. Once made for mountainous pursuits, the Cloudventure 2.0 has been reengineered for city streets — lightweight, semi-translucent mesh overlays expose an exaggerated LOEWE Anagram, creating a layered visual experience that’s both technically driven and stylistically daring. Beneath its surface, On’s patented CloudTec and Helion superfoam cushioning remain, ensuring all-day comfort that meets the pace of a modern lifestyle.

This edition introduces marbled Missiongrip rubber soles and bold new colourways: from earthy neutrals to the punchy vibrancy of grass green and a spirited red-white-blue mix. The Cloudtilt silhouette also returns with two new shades — electric blue and pale pink — alongside core carryovers in monochrome. Beyond footwear, the ready-to-wear capsule speaks to a playful yet purposeful wardrobe. Ripstop shell jackets, breathable jerseys and featherlight accessories are all crafted in engineered fabrics that merge fashion’s visual play with high-function protection. Pops of energetic colour interrupt a palette of sand, khaki and chalk white, giving the collection a kinetic visual rhythm.

Shot on the dynamic ridges of Les Costes Males in northern Spain, the campaign — photographed by George Eyres and filmed by Sam Davis — brings movement to the forefront and hones in on the performance aspect of “play”. Martial artist Mana Kimura-Anderson, dancer Marie-Louise Hertog, climber Matthew Bell, and tricker Daisuke Takahashi lend their disciplines to a poetic visual narrative that explores the art of effort, failure and resilience.

Alexander McQueen Autumn/Winter 2025 Pre-Collection

Alexander McQueen’s autumn/winter 2025 pre-collection takes inspiration from Soho, London. Known for its mix of artists, writers, and musicians, the area has long been associated with rebellion and creativity — qualities that align with McQueen’s own identity. Photographed by Theo Sion at the Coach & Horses pub, the campaign features real Soho figures like local style icon Soho George and jazz singer Florence Joelle. The setting highlights the neighbourhood’s role as a hub for counterculture and community, both past and present.

The collection reflects this history through tailored coats, sharp shirts and navy-inspired pieces. Some designs nod to the wardrobes of artists like Francis Bacon and Lucian Freud. Others feature floral embroidery, metallic detailing and bold colours that echo the look and mood of Soho’s streets. There is a clear juxtaposition between polished and casual pieces — such as lace-lined satin worn with flight jackets or leather paired with denim. This balance between formality and informality speaks to the mix of influences behind the collection.

Accessories include the T-Bar Sling and Skull Flower bags, both finished with signature McQueen hardware. Footwear ranges from slip-on mules to subculture-inspired boots. Jewellery and eyewear lean into vintage shapes, with crystals, pearls and slim silhouettes tying back to the 1950s. McQueen brings joy into the season by finding character in the everyday — through sharp tailoring, saturated colours and a sense of play in how the collection is styled and worn.

Louis Vuitton × Murakami Chapter 3

Louis Vuitton’s collaborative collection with Murakami returns with a playful finale. Two decades since their original game-changing collaboration, Louis Vuitton and Takashi Murakami reunite for a third and final instalment of their re-edition series — a collection that embraces playful iconography, cultural crossover and one of the brand’s most commercially successful partnerships. Timed to coincide with the launch of Louis Vuitton’s Resort 2025 collection, Chapter Three of “Louis Vuitton × Murakami” celebrates the spirit of summer through a kaleidoscopic fantasy of cherries and adventure. At its heart is Murakami’s now-renowned smiling Cherry motif — reimagined here with a cheeky exuberance across over 70 pieces, from legacy handbags and summer-ready footwear to silk accessories and an LV-branded bicycle.

Far from a nostalgic rerun, this chapter reasserts the creative force of the original collaboration with a contemporary twist. Key pieces like the Speedy, Alma and Side Trunk are updated in a crisp new white Monogram canvas, used as a blank slate for high-gloss, hyper-saturated cherries rendered with 3D-printing effects. The Maison’s signature Capucines bag is detailed with dangling metallic cherries and secret motifs hidden in zips and fasteners. Elsewhere, playful flourishes extend to raffia mules with cherry-shaped heels, embroidered denim capsules and even a graphic summer deck chair. Footwear ranges from Monogram denim ballerinas to 3D cherry-heeled raffia sandals, all invoking a lighthearted take on resortwear. Silk scarves and cherry bag charms add to the irreverence, underscoring Louis Vuitton’s flair for turning fine design into fashion objets d’art.

Anchoring the campaign is House Ambassador Zendaya, captured in sun-drenched scenes along the Mediterranean Riviera by photography duo Inez and Vinoodh. The campaign is a reassertion of Louis Vuitton’s ongoing dialogue with art, culture and the collectable nature of contemporary fashion. The collaboration’s enduring appeal lies not just in its historical relevance but in its ability to transcend generations, remaining as bold and buoyant today as it was in 2003.

Saint Laurent’s An Ordinary Day by Anthony Vaccarello

Under the creative direction of Anthony Vaccarello, Saint Laurent presents “An Ordinary Day” — a campaign that reimagines the mundane through the distinctive lens of British photographer Martin Parr. Known for his saturated palette and wry social commentary, Parr captures everyday rituals — family lunches, supermarket runs, idle conversations — and reframes them with a cinematic irony that’s both tender and sharp.

But beyond the satire lies something else: joy. Not loud or performative, but quiet and observational — found in the glances between characters, the vibrancy of colour and the confidence of Saint Laurent silhouettes worn without ceremony. In capturing these small, often overlooked moments, “An Ordinary Day” becomes a celebration of finding style, humour and self-expression in the routine. It is a campaign that reminds us that joy does not need to be manufactured — sometimes, it’s already there, hiding in plain sight.

Gucci Pre-Fall 2025

Gucci’s Pre-Fall 2025 collection is a confident stride into the brand’s past. Rooted in the sensual spirit of the 1970s, the collection does. so much more than just pay homage to vintage codes. What emerges is a playful recalibration of the Maison’s tailoring with both structured and liberated pieces seen with cinched jackets, softly draped trousers and knits with trompe-l’œil detailing that lend a visual mischief to refined ensembles. Leather scarves and precise tailoring imbue looks with tension and elegance, never straying too far from Gucci’s signature eccentricity.

Menswear takes a different route, favouring ease over assertion. Blazers are oversized, trousers are cut for comfort and twill shirts with neck bows introduce a whimsical edge. Gucci’s take on masculinity is quietly theatrical. Play is also literal in the updated Flora motif. The archival pattern is reimagined with a bandana twist, now wrapped around heads or draped with equestrian symbols that ground it in the House’s heritage.

The Jackie 1961 returns in bold contrast — suede set against the Web stripe — while the Blondie gets a shearling upgrade, adding texture to its iconic circular clasp. The newcomer, Gucci Softbit, offers a slouchy reinterpretation of the Horsebit. Even loafers, for both men and women, get a fresh treatment with removable pennies, studded hardware and chunky silhouettes. Rather than retreat into archival reverence, this is a collection that retools the past for the now.

Rimowa’s Essential Lite Cabin U Kids Edition

Luxury travel meets childlike wonder in RIMOWA’s latest release: the “Essential Lite Cabin U Kids Edition”, a capsule collection designed for the Maison’s youngest globetrotters. Offered in two bold new colourways — “Starfish”, a vivid shell-inspired orange and “Scuba”, a buoyant turquoise — this pint-sized suitcase is a lesson in playful mobility design. In extending its Essential Lite range to children, the Kids Edition delivers both performance and charm with lightweight polycarbonate construction, a telescopic T-handle for smaller hands and interior mesh dividers that help instil a sense of order from a young age. It meets major airline cabin regulations and complies with U.S. and EU toy safety standards.

What elevates this launch is its invitation to play. Each suitcase comes with a customisable sticker set in three thematic editions — “Nature”, “Transportation” and “Marine World” — encouraging children to personalise their luggage and take ownership of their journeys. Rather than simply miniaturising its adult offering, RIMOWA has created a tactile object of childhood wonder — a product that merges form, function and fantasy. By injecting joy into a category known for its seriousness, the German Maison subtly reminds the luxury market that fun, too, can be engineered.

Moschino Men’s Fall Winter & Women’s Pre-Fall 2025: Collezione 03

For fall/winter 2025, Moschino invites its audience to dress not for the occasion, but for the “character”. With a sharply subversive eye, creative director Adrian Appiolaza filters the codes of British tradition — corgis, countryside retreats, Savile Row, Sanderson prints — through Moschino’s irreverent DNA. The result is a collection that doesn’t parody, but rather playfully repositions symbols of establishment privilege into a fantasy of contemporary eccentricity.

Think biscuit tins reborn as handbags. Silk prints that reference hunting weekends, not through khaki or tweed, but in vibrant technicolour. Suede gloves replace blazer pockets. Pinstripes meet subversion. The campaign explores fashion in a way that sees stereotypes of heritage and tradition make way for playfulness, which is inherently tied to Moschino’s tongue-in-cheek aesthetics. Despite a world that is increasingly defined by digital identity shifts and social performance, clothing should reflect one’s capacity to morph, improvise and entertain. This season’s campaign sees Moschino not chase luxury as status, but as freedom to be oneself fluidly and unapologetically.

The Tie-Me Bag returns in updated shapes, while playful designs like the iron or top hat bag turn everyday objects into standout accessories. Even the footwear — from combat boots to Chelsea styles — balances traditional forms with a sense of humour. Moschino’s Collezione 03 is a playful rejection of social status and class hierarchy — a message that feels especially apt in today’s cultural climate.

MCM x Snipes

SNIPES and MCM have come together for a capsule collection that redefines what luxury looks like in motion. Dubbed “Make it Miami,” the collaboration channels the city’s vibrant pulse through a riot of textures, glitter-studded logos and irreverent design choices that speak to the power of self-expression. The collection highlights the joy of remixing codes, seeing the notion of play as an attitude, not an aesthetic.

The campaign channels the vibrant energy of Miami by blending German precision with American street style. It features two exclusive bag lines co-designed by MCM and SNIPES: a sleek black nylon collection available only at SNIPES, and refined white leather editions sold exclusively at MCM. Each line reflects the distinct identity of its respective brand. “We’re pushing boundaries by staying true to who we are,” says SNIPES CEO Dennis Schroder. The collection’s standout accessories are complemented by bold, street-ready apparel in a colour palette of black, white, pink, and turquoise — echoing the vivid charm and summer spirit of Miami. Glittering studs, oversized logos, and contemporary silhouettes capture the city’s energy and elevate the collaboration into a celebration of luxury streetwear.

Bottega Veneta “Craft is Our Language”

To celebrate 50 years of its famed Intrecciato leather weave, Bottega Veneta unveils “Craft is Our Language” — a campaign that approaches craftsmanship not as tradition frozen in time, but as a living, expressive language in motion. Choreographed by Lenio Kaklea and captured by Jack Davison, the series blurs the boundaries between artist and artisan, spotlighting the brand’s signature tactile artistry through hand gestures, movement and unlikely creative pairings.

The campaign embraces play as a form of interaction, dialogue and reinterpretation. By bringing together dancers, musicians, writers, actors and Bottega’s own artisans — including figures like Jack Antonoff, Zadie Smith and Julianne Moore — the campaign stages a playful conversation between making and meaning. Each gesture, whether sculptural or spontaneous, becomes a metaphor for Intrecciato’s enduring adaptability and expressive potential.

Rather than treating heritage as a static hallmark, Bottega Veneta presents Intrecciato as an evolving medium — one that changes shape with each generation, gesture and movement. The result is a campaign that captures the spirit of play not as frivolity, but as a vital and thoughtful approach to connection and cultural fluency.

Special Mention:

Fenty Beauty

In a bold new step that merges digital retail with immersive entertainment, Fenty Beauty has unveiled the third iteration of its virtual world on Roblox — a gamified space that brings Rihanna’s cult-favourite beauty line into the metaverse. Tapping into the growing appetite for experiential commerce, the brand’s latest activation celebrates both community and creativity, centring on one of its most playful products: the Gloss Bomb Universal Lip Luminizer.

Running from May 15 to August 15, 2025, the “Fenty Beauty Experience” marks a first-of-its-kind integration of Shopify-powered e-commerce on Roblox, allowing users to browse, play and shop — all within the same immersive universe. U.S.-based players aged 18 and above can purchase a new exclusive-to-Roblox Gloss Bomb shade, Grape Splash, and have it delivered directly to their doorstep — a true phygital moment that bridges fantasy with fulfilment.

Gloss Bomb’s shiny, shimmer-laced legacy is central to the activation. Inside the revamped “Gloss Bomb Lab”, players can explore quests, formulate custom lip glosses and unlock digital collectibles, all while discovering lip-loving additions from Fenty Skin. Rihanna’s own obsession with lip gloss serves as the campaign’s creative anchor. “It was only a matter of time until I brought you into my lip gloss fantasy world,” she shares. Fenty Beauty is leveraging the power of social gaming to foster brand intimacy and deepen loyalty. As Shopify President Harley Finkelstein put it, “The next generation of consumers won’t distinguish between digital and physical shopping experiences. Neither should brands.”

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