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Marketing

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.
Loewe's spring 2026 campaign. (Talia Chetrit)
By
BoF PROFESSIONAL

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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Further Reading

The Dark Side of ‘Always On’ Marketing

Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?

How Fashion Marketers Will Nab Attention in 2026

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.

About the author
Haley Crawford
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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