CAMPAIGN STARS

The Best Spring 2022 Fashion Campaigns

by Maxine Wally and W Staff
Updated: 
Originally Published: 

Mere days into the new year, brands started rolling out star-studded campaigns for spring 2022. Take Cher’s turn in an Ugg advert: the actress, musician, and Twitter icon stepped into a pair of fuzzy black mini boots on the very same day that her campaign with Saweetie for MAC cosmetics dropped. Or, consider Kendall Jenner, who turned up the glam for Michael Kors’s New York City-centric campaign photographed by Inez and Vinoodh on the roof of the Prospect Tower in Midtown Manhattan. The ads to come this season will surely keep us guessing on who will turn up as a surprise model next—and we’re keeping track of them all, here.

Miu Miu
Courtesy of Miu Miu

The micro-mini skirt that caused the Internet to lose its mind finally has a campaign. For spring 2022, Miu Miu tapped a group of young creatives to model the collection—and evoke the carefree ésprit of the Italian high fashion brand. Emma Corrin (who wore the mini to a Miu Miu Nuit Club event in NYC in November 2021), Ever Anderson, and Hailey Bieber appear in the ads—the latter taking the teeny skirt heard ‘round the world for a spin this time.

Miu Miu
Courtesy of Miu Miu
Miu Miu
Courtesy of Miu Miu
UGG Rain
Courtesy of UGG

For its new Rain collection, UGG tapped acclaimed dancer, choreographer and actor Parris Goebel to put the waterproof shoes to the test. In the, well, splashy campaign, Goebel is joined by her friends and fellow dancers Taja Riley and Yuliana Maldonado who perform a choreographed routine that involves kicking up water and swinging umbrellas. The overall effect suggests that this footwear (with the style names the Drizlita and Tasman X) are made as much for dancing as they are for braving the elements. See the full video and collection on ugg.com.

UGG Rain
Courtesy of Ugg
Alexander McQueen
Steven Meisel, Courtesy of Alexander McQueen

For Alexander McQueen’s spring campaign Steven Meisel cast his lens on a model lineup that included Awar Odhiang, Lucia Fairfull, Celina Ralph, Sora Choi, Anok Yai, Arta Gee, Lara Stone, Eny Jaki, Wali Deutsch, Jill Kortleve, Cassie Wong, Fran Summers, Achenrin Madit, Florence Nicholls, Guinevere Van Seenus, Modupe Oluwalade and Jennifer Ball. Shot in black and white, the collection’s diaphanous dresses and sky prints take on a moody edge that is singularly McQueen.

Alexander McQueen
Steven Meisel, Courtesy of Alexander McQueen
Vivienne Westwood

Lindsey Wixson

Courtesy of Vivienne Westwood

For Vivienne Westwood’s spring/summer 2022 campaign, Juergen Teller and his band of models—which included Lindsey Wixson, creative director Andreas Kronthaler, and Vivienne Westwood herself—stormed the Spanish Quarter of Naples. In addition to the talent, Teller street cast some locals to model the offerings, which includes supersized pants with boots in stirrups and one pair of spectacular textured white shorts.

Vivienne Westwood
Courtesy of Vivienne Westwood
Vivienne Westwood
Courtesy of Vivienne Westwood
Prada Womenswear
Courtesy of Prada

Just two days after the season premiere of Euphoria released on HBO, Hunter Schafer—who plays Jules in the acclaimed series—has made her latest appearance in Prada’s spring 2022 womenswear campaign. Schafer was named one of the Italian house’s faces in 2020—just a couple months after Raf Simons and Miuccia Prada announced a new collaborative approach to designing for the label. For spring, the actress wears the ladylike silhouettes of the season alongside models Lina Zhang, Selena Forrest, and Julia Nobis.

Prada

Julia Nobis in the Prada women’s spring 2022 campaign.

Courtesy of Prada
Michael Kors x Kendall Jenner
Courtesy of Michael Kors

Kendall Jenner may hail from Calabasas, California—but her love for the designer Michael Kors’s hometown of New York City has been captured in the American brand’s latest campaign. Photographers Inez van Lamsweerde and Vinoodh Matadin captured Jenner on the roof of the Prospect Tower in Midtown Manhattan for spring 2022, wearing the label’s feminine silhouettes and hand-worked fabrics for this season. The collection features red carpet-ready slinky gowns and eyelet tea-length dresses, like the one shown here. Don’t miss the woven straw Gramercy minaudière, either.

Burberry’s Lunar New Year
Courtesy of Burberry

Burberry has taken its signature TB Monogram print—a nod to the British house’s founder, Thomas Burberry—and remixed it in celebration of the upcoming Lunar New Year. The collection, inspired by the year of the tiger, features all-over tiger prints mixed with the interlocking T and B on sweater and skirt two-piece sets, pussy-bow blouses, and even baseball caps.

Cher Models the Classic Mini Ugg
Courtesy of Ugg

On the very same day that Cher’s MAC campaign with Saweetie released, the actress, musician, and Twitter favorite unveiled a second ad with Ugg. Titled “Feel ____,” the campaign is part of an ongoing brand series that will feature other cultural leaders and pop-culture icons in advertisements to come. For spring 2022, it’s Cher—who was photographed in Cher’s own Malibu home by L.A.-based photographer Neil Favila.