Agenda-setting intelligence, analysis and advice for the global fashion community.

What It Takes for a Fashion Campaign to Break Through Now

As brands release their first spring ads, those that make an emotional appeal with fresh talent are resonating – as long as they remember to put the product front and centre.

Loewe's spring 2026 campaign. (Talia Chetrit)

Haley Crawford

19 March 2026

Burberry has been leaning hard into its heritage for months as it course corrects from an ill-fated attempt to move upmarket. The brand has tapped British stars from Olivia Colman to Liam Gallagher traipsing around London while swathed in trenches and tartans.

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After a year of experimentation and noise, 2026 marks a pivot for fashion marketers toward slower advertising, more thoughtful creative risks and human connection, as brands recalibrate how to entertain, engage and earn trust in an age of AI and consumer exhaustion.

Opinion: Is Fashion Still Desirable?

An industry that manufactures images at industrial scale and speed is forgetting how to create aspiration, writes Robert Triefus.

About the author

Haley Crawford

Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.

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