As the Fall 2022 season begins, major fashion houses and retail behemoths alike come with a new ad campaign offering. The same trends we saw at Fashion Week are reimagined in photo shoots, some staged to comment on climate change like Balenciaga or pay homage to New York City like Michael Kors. Other brands go a step further with experiences that transcend simple photos, launching experiences into the metaverse and taking over city landmarks á la Kate Spade. Target? To give the outfit a new life off the runway and inspire fans to make their shopping lists ahead of the fall season.

This year, fashion brands have relied on star power, enlisting celebrity spokespeople to model their new designs. Coach tapped Jennifer Lopez for its Icon campaign, photographed by Tyler Mitchell, sporting a leather jacket and high-slit skirt alongside a classic handbag. Kim Kardashian headlines the aforementioned Balenciaga shoot, posing in a cutout, backless dress against a backdrop of lightning and sea ice. Vlogger Emma Chamberlain styles Aritzia’s Sunday Best campaign in a mix of closet staples and nostalgic trends, from strappy minidresses to plaid skirts and loafers.

But there are many memorable ad campaigns without a celebrity theme Burberry harnessed the power of community and individuality with models dressed in delicate pink lace or solid leather. Alexander McQueen lets the clothing speak for itself: suits and dresses in abstract art prints set against dark, neutral backgrounds.

From J Lo’s Autumn-ready separates at Coach to Michael Kors suits snapped in front of NYC landmarks, see the best Fall 2022 fashion ad campaigns ahead.

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