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Prada, Ralph Lauren, Coach, Mulberry and more are shaping Holiday 2025 through cinematic campaigns, nostalgic rituals, immersive retail theatre and curated luxury gifting.
Trends
22 December, 2025
Table of contents
The 2025 holiday season marks a noticeable shift in how fashion and luxury brands approach festive communication. Rather than chasing novelty or hyper-digital spectacle, many houses have leaned into traditional, emotionally resonant holiday storytelling - focusing on warmth, togetherness, ritual and familiarity. According to Business of Fashion, brands this year are deliberately opting for more classic festive cues as a way to “get the tone right” in a complex cultural and economic environment, where consumers respond more strongly to comfort, nostalgia and shared experiences than to overt commercial messaging.
Across fashion, accessories and luxury, this has translated into cinematic campaigns, intimate narratives, heritage-led visuals and immersive physical experiences that feel rooted rather than experimental. From Prada’s winter journey and Louis Vuitton’s Parisian light motifs to Burberry’s townhouse gathering and Ralph Lauren’s city-wide holiday activations, Holiday 2025 campaigns reveal a collective recalibration: storytelling over selling, emotion over excess, and meaning over momentum.
What they did:
Acne Studios’ Holiday 2025 campaign leans into the brand’s Scandinavian-inspired minimalism and textural restraint, presenting seasonal accessories and wardrobe staples with a muted festive sensibility rather than overt holiday storytelling. Campaign visuals focus on oversized scarves, statement knitwear and refined outerwear, photographed as calm still lifes that emphasise materiality, colour and construction. The approach reinforces Acne Studios’ design language of clean lines, modern silhouettes and quiet luxury, positioning the season as an extension of everyday dressing rather than a departure into festive excess.
Beyond imagery, Acne Studios activated the season through subtle but recognisable in-store holiday gestures. Flagship locations including Rue Saint-Honoré in Paris and Greene Street in New York were adorned with a signature pink “house bow”, crafted from reimagined fabrics and applied as a sculptural façade element. The bow motif - illustrated in a hand-drawn impression by Michael McGregor - was rolled out across select global stores as a consistent holiday marker. In parallel, the brand promoted in-store gift discovery and personalisation, encouraging customers to curate and customise gifts for loved ones, reinforcing the brand’s emphasis on thoughtful, design-led gifting rather than seasonal novelty.
Key theme: Understated Scandinavian luxury expressed through restrained festive visuals, tactile design and quietly recognisable retail activations.
What they did:
Burberry launched its Holiday 2025 campaign titled “Twas The Knight Before…”, directed by John Madden and fronted by comedian and actor Jennifer Saunders. The cinematic narrative unfolds inside a cosy London townhouse as Saunders hosts a festive gathering with a star-studded cast including Naomi Campbell, Ncuti Gatwa, Rosie Huntington-Whiteley and Son Heung-min, each arriving with gifts and good humour. The film marries emotional warmth with Burberry’s signature outerwear - such as quilted capes, trench coats and duffle coats - and highlights scarves, bags and accessories as seasonal wardrobe and gifting staples.
Beyond the campaign film, Burberry activated several worldwide holiday experiences: personalised embroidery services on check scarves and cashmere sweaters in stores; immersive Scarf Bars celebrating the house’s heritage pattern; and major partnerships including the design of Claridge’s Christmas Tree 2025 in London using Burberry archive fabrics. In New York, Burberry collaborated with Bloomingdale’s on a festive pop-up and oversized check-scarf façade wrap, turning retail into an experiential destination for holiday shopping and gifting.
Key theme: Warm British holiday storytelling paired with heritage craftsmanship and immersive seasonal touchpoints.
What they did:
Coach unveiled its Holiday 2025 campaign as a character-driven visual narrative, bringing together a diverse, cross-cultural cast including Elle Fanning, Kōki, Charles Melton, Soyeon, Griff and Ravyn Lenae. Shot by Dan Beleiu, the campaign presents a series of festive moments that follow the characters through winter settings, positioning Coach’s holiday accessories as companions within everyday celebrations rather than as standalone products.
The visuals spotlight key seasonal silhouettes such as the Tabby, Empire and Mott Messenger bags, integrated naturally into the storyline across digital, social and retail channels. By focusing on individuality, movement and shared experiences, Coach reinforces its contemporary, inclusive brand identity while aligning holiday gifting with emotional relevance rather than promotional urgency.
Key theme: Inclusive, character-led storytelling that blends self-expression with festive gifting.
What they did:
Diesel’s Holiday 2025 campaign, titled “Call Her Santa,” takes a tongue-in-cheek approach to festive storytelling by flipping the traditional Christmas photo on its head. Shot by Connor Cunningham and conceived by creative director Glenn Martens, the campaign portrays a grown-up cast gathered around an improbably unenthused, slightly grumpy Santa figure - a visual riff on the classic family-photo holiday trope. Rather than traditional elegance, the imagery leans into Diesel’s irreverent personality with bold ensembles like Prince of Wales denim tailoring, metallic lamé party dresses, oversized accessories and exaggerated seasonal silhouettes.
Alongside its visual satire, the campaign highlights key Diesel product categories as grown-up festive desires: scrunched Grab-D Bag, 1DR Dome Bag with charms, Oval D belts, D-Rush watches and statement jewellery like Spike pieces, positioning Diesel’s signature denim and accessories as unconventional yet aspirational holiday gifts. By subverting traditional holiday imagery with Diesel’s signature humour and edgy styling, the brand reinforces its rebellious identity while tapping into cultural conversations around holiday expectations and irony.
Key theme: Subversive holiday narrative that turns festive tradition into Diesel’s signature irreverent humour.
What they did:
Dior’s Holiday 2025 campaign unfolds as an enchanted holiday world, presented through a whimsical visual narrative that blends festive charm with the house’s hallmark elegance. The imagery features Dior’s signature bags - including the Lady D-Lite and Saddle silhouettes - placed within dreamy, meticulously curated settings that evoke a winter fairytale. Rather than relying solely on traditional festive symbols, Dior builds atmosphere through light, pattern and texture, aligning seasonal storytelling with its couture heritage and artisanal savoir-faire.
Extending the campaign beyond static imagery, Dior introduced a digital “Magical Labyrinth” experience, inviting audiences to navigate through a maze of interconnected festive scenes that together form Dior’s Enchanted World. Teased on social media ahead of its full reveal, the interactive format reinforces Dior’s focus on discovery, wonder and narrative immersion. Alongside this, the house rolled out holiday-specific wardrobe, accessories and fragrance selections, including embellished finishes and limited-edition colourways, positioning Dior as a destination for elevated festive dressing and gift-led luxury.
Key theme: Couture-rooted festive enchantment expressed through immersive storytelling, digital exploration and elevated seasonal gifting.
What they did:
Dolce & Gabbana launched its Holiday 2025 campaign in November 2025 under the creative direction of Gordon Von Steiner, presenting a 1960s-inspired visual narrative that blends cinematic atmosphere with structured tailoring and festive elegance. The campaign alternates between snow-dusted outdoor scenes and minimalist silver-hued interiors, featuring models such as Mariacarla Boscono, Lulu Tenney, Victoria Fawole, Mathieu Simoneau and Hedi Ben Tekaya moving through geometric, refined settings that evoke both celebration and vintage modernity. Black and silver dominate the palette, reflecting the season’s contrasts of sparkle and shadow.
Alongside this campaign imagery, Dolce & Gabbana supported Holiday 2025 with curated seasonal offerings including giftable accessories, brocade dresses and tailored looks designed for festive occasions, plus Dolce&Gabbana Beauty holiday sets that emphasise radiant finishes and exclusive packaging for cosmetics and fragrances. Retail touchpoints such as Fifth Avenue holiday décor and global store installations also bring the maison’s rich colours and Italian aesthetic into physical shopping environments, reinforcing the brand’s luxury holiday positioning.
Key theme: Vintage-referenced holiday elegance mixing cinematic seasonal moments with celebratory craftsmanship and giftable luxury.
What they did:
Ferragamo’s Holiday 2025 campaign revisits the warmth of festive traditions through a series of short films and images that blend nostalgia with forward-looking sentiment, inviting audiences to “create new memories for the future.” The narrative centres on two enduring rituals - the art of gifting and the joy of dressing up for holiday occasions - showcasing the house’s artisan-crafted shoes, bags, scarves and accessories in lived-in, celebratory settings rather than catalogue-style presentations. Women’s highlights include the Hug bag in metallic gold and burgundy eel skin, miniature evening iterations and charms, while men’s offerings feature Tramezza footwear, refined leather bags and classic belts, reinforcing Ferragamo’s emphasis on craft and timeless design.
Extending the campaign into a physical festive experience, Ferragamo unveiled “The Gift - Portrait of a Winter’s Tale” at the Portrait Milano Hotel, transforming the courtyard into a winter setting complete with an ice-skating rink and two glass houses, open to the public until 6 January 2026. The activation includes a Ferragamo winter boutique showcasing curated accessories and special-edition bags, alongside interactive elements such as AI-powered styling experiences and portrait captures created in partnership with Samsung’s Galaxy S25 Ultra. By combining heritage storytelling, festive leisure and digital experimentation, the house reinforces its holiday message through both emotion and experience.
Key theme: Nostalgic yet forward-looking celebration of festive rituals, blending artisanal gifting with immersive winter experiences.
What they did:
Jimmy Choo’s Holiday 2025 campaign brings festive glamour and statement accessories to the forefront, with visuals highlighting metallic finishes, crystal embellishments and sophisticated evening styles. The seasonal imagery showcases key offerings such as crystal-embellished heels, elegant boots, sparkle-accented bags and refined clutches, designed to elevate holiday eveningwear and celebratory occasions. Rather than focusing solely on traditional seasonal motifs, the campaign uses luxe materials and high-impact detailing to align the brand’s signature aesthetic with the heightened energy of holiday dressing.
Alongside the campaign, Jimmy Choo curated a holiday gift edit featuring standout pieces ideal for gifting - including iconic styles in limited-edition colourways and festive finishes - supported by digital lookbooks and in-store seasonal displays. These selections are positioned as premium choices for those seeking show-stopping wardrobe elements or statement gifts, blending practicality with red-carpet appeal during the 2025 gifting period.
Key theme: High-impact glamour and gift-ready silhouettes that elevate festive wardrobes.
What they did:
Louis Vuitton launched its Holiday 2025 campaign, “Le Voyage des Lumières,” as a Paris-set visual story built around illuminated landmarks, crafted objects and the ritual of year-end travel. Rather than a narrative film, the campaign is structured as a series of atmospheric stills and short visual moments, spotlighting the maison’s leather goods and travel pieces within festive urban settings. Core gifting categories - including Capucines, Speedy, Petite Malle and small leather goods - are presented in seasonal colourways designed specifically for holiday gifting.
In parallel, Louis Vuitton aligned the campaign with global in-store holiday installations and gifting environments, reinforcing its positioning as a destination for elevated seasonal gifts rather than novelty-driven festivities. Window displays and retail layouts focused on light motifs, architectural references and craftsmanship cues, tying the holiday campaign directly into the brand’s long-standing travel and savoir-faire narrative rather than creating a standalone festive aesthetic.
Key theme: Holiday gifting framed through craftsmanship, Parisian setting and the rituals of luxury travel.
What they did:
Max Mara’s Holiday 2025 campaign transforms its classic, camel-toned aesthetic into a snow-dusted winter reverie, using indoor snowfall, rich textures and heritage outerwear to evoke a refined festive mood rather than overt décor or narrative storytelling. The visuals feature model Dorit Revelis in elegant winter looks - from sculptural tailoring and vintage-inspired silhouettes to cozy teddy coats, knit gloves and soft beanies - all wrapped in muted earth tones and camel hues that underscore Max Mara’s signature palette.
Alongside this imagery, the brand’s seasonal positioning reinforces timeless winter layering and wardrobe staples - such as the 101801 Icon Coat, Olimpia Jacket and Whitney Bag - re-framed for holiday gifting and elevated winter wear. Rather than a story-driven film, Max Mara’s approach for 2025 leans into quiet sophistication and textured elegance, aligning seasonal fashion with the ritual of slowing down and refined winter living.
Key theme: Snow-infused elegance and classic outerwear reframed for a refined holiday wardrobe.
What they did:
Montblanc’s Holiday 2025 campaign highlights the brand’s long-standing dedication to craftsmanship, heritage and purposeful gifting. The visuals and seasonal messaging emphasise iconic Montblanc pieces - including refined writing instruments, leather goods, watches and travel accessories - presented as thoughtful gifts that celebrate both personal achievement and festive connection. Rather than relying on traditional holiday themes, Montblanc frames its seasonal collection around timeless design and elevated utility, positioning each product as a meaningful present for the year-end festivities.
Alongside its campaign imagery, Montblanc curated holiday gift sets and exclusive seasonal packaging across key product categories, reinforcing the brand’s reputation as a destination for refined, luxury gifting. These offerings are supported through in-store holiday displays and digital editorial content that echoes Montblanc’s thematic focus on craft, narrative and legacy - aligning closely with consumers who prioritise high-quality, purpose-driven presents during the holiday season.
Key theme: Craft-centric holiday gifting with a focus on timeless design and elevated utility.
What they did:
Mulberry’s Holiday 2025 campaign was titled “Here We Go Round the Mulberry Tree,” anchoring the brand’s festive storytelling in its British heritage and seasonal togetherness. Shot in documentary-style films and stills, the visuals feature models including Penelope Tree and Cora Corré enjoying a joyful gathering beneath a Mulberry tree, evoking warm celebration across generations. The campaign spotlights seasonal bag silhouettes such as the Lennox, Mini Heritage Bayswater and reimagined Roxanne family - presented in playful new colourways and textures that reflect the season’s spirited mood.
Alongside its visual narrative, Mulberry’s campaign emphasises heritage craftsmanship and sustainability, highlighting its B Corp certification and environmentally accredited leather sourcing as part of the seasonal message. The festive imagery, directed by photographers including Francesc Planes, blends convivial domestic scenes with the brand’s core accessories, positioning Mulberry’s holiday offering as both a cultural celebration and a gifting destination rooted in British design.
Key theme: British heritage and convivial festive storytelling woven with seasonal accessories and sustainable craft.
What they did:
Prada launched its Holiday 2025 campaign as a cinematic, short-film–style narrative rather than a conventional festive advertisement. Set against a snow-covered winter backdrop, the campaign follows a shared automobile journey that explores themes of kinship, homecoming and collective memory. Shot by Glen Luchford, the visuals feature an international cast including Maya Hawke, Damson Idris, Letitia Wright, Louis Partridge and Li Xian, reinforcing Prada’s focus on human connection and emotional depth over overt product selling.
Alongside the main film, Prada deployed the campaign across digital, social and retail touchpoints, integrating seasonal handbags and accessories organically within the storyline. The holiday narrative aligns with the house’s broader strategy of elevating fashion communication through cinema, positioning the brand as a storyteller rather than a purely commercial voice during the peak gifting period.
Key theme: Emotional, cinematic storytelling rooted in journey, togetherness and cross-generational connection.
What they did:
Ralph Lauren extended its Holiday 2025 narrative beyond traditional campaigns into immersive, real-world brand experiences. In early December 2025, the brand staged the Ralph Lauren Holiday Experience in West Hollywood (6-7 December), transforming an outdoor parking space into a Western-inspired winter setting featuring Christmas trees, plaid décor, string lights, Ralph’s Coffee, denim customisation and live music. The activation was attended by cultural figures including Kate Hudson and Laufey, reinforcing Ralph Lauren’s lifestyle-led positioning.
In parallel, Ralph Lauren rolled out a global Holiday Experience tour across key cities - Seoul, London, Tokyo and Los Angeles - combining festive installations, in-store storytelling and curated seasonal retail moments. Alongside these activations, the brand launched its Holiday 2025 collection and gift guides, spotlighting timeless apparel, accessories and home pieces designed for seasonal gifting and winter wardrobes.
Key theme: Experience-led holiday storytelling rooted in lifestyle, heritage and timeless gifting.
What they did:
Stuart Weitzman introduced its Holiday 2025 campaign titled “Life of the Party,” bringing its signature luxury footwear into a cinematic festive narrative starring actress Keke Palmer. The visuals showcase Palmer wearing a range of season-specific styles - including platform sandals, slingbacks and statement heels - that blend celebration readiness with the brand’s signature craftsmanship. The campaign’s aesthetic leans into modern glamour and confident presence, portraying the Stuart Weitzman woman as poised for social moments while retaining personal strength and elegance.
Alongside the themed campaign imagery, Stuart Weitzman highlighted a holiday product assortment designed for gifting, featuring festive metallic finishes and embellished styles curated as seasonal must-haves. The brand also rolled out holiday gift guides and featured collections across its retail channels to drive seasonal shopping, positioning its shoes and accessories as elevated choices for festive wardrobes and celebratory occasions.
Key theme: Glamorous, party-ready footwear that elevates festive wardrobes while reinforcing modern luxury confidence.
What they did:
Tod's Holiday 2025 campaign embraces the brand’s quintessential Italian lifestyle heritage through visuals that evoke “La Dolce Vita” romance and timeless elegance. The imagery, set against cinematic, vintage-inspired backdrops - including stylised train and travel environments - highlights the house’s signature handcrafted pieces such as Gommino driving shoes, classic loafers and sleek leather accessories in seasonal palettes. Rather than using traditional holiday clichés, Tod’s leans into narrative visual storytelling that blends craftsmanship, heritage and the aspirational ease of Italian leisure.
Alongside campaign storytelling, Tod's positioned its holiday product assortment - from refined footwear and structured handbags to polished belts and curated accessories - as ideal wardrobe staples and thoughtful gifts for the festive season. Seasonal displays in flagship stores and dedicated holiday editorial features further emphasise the house’s commitment to artisanal quality, reinforcing Tod’s as a destination for elevated, everyday luxury during the peak gifting period.
Key theme: Italian heritage and cinematic holiday elegance expressed through timeless wardrobe staples.
What they did:
Tommy Hilfiger’s Holiday 2025 campaign, titled “A Hilfiger Holiday,” reimagines the brand’s signature American prep spirit for the festive season, centring on global brand ambassador JISOO. The campaign presents elevated winter looks - from plush rugby shirts and varsity jackets to wool coats, tweed ensembles and pleated skirts - blending classic Americana with modern celebratory touches. Alongside apparel, seasonal accessories including scarves knit in seasonal hues like plum, emerald and mustard are framed as wishlist gifts, while richer textures and subtle sparkle bring a festive energy to traditional prep codes.
The campaign’s visuals and messaging lean into joyful, heart-felt moments: JISOO appears in scenes that evoke snow-dusted gatherings, surprise guests arriving with gifts and convivial interiors that capture both the warmth and playfulness of the holidays. In line with this narrative, the collection - available at Tommy Hilfiger stores worldwide and tommy.com - is supported by holiday activations in key cities, playful seasonal collaborations and branded experiences that invite consumers to engage with the house’s modern take on festive style.
Key theme: Modernised Americana and celebratory prep woven into festive fashion and gifting moments.
Taken together, Holiday 2025 campaigns show a clear recalibration in festive communication: brands are leaning into classic holiday cues - warmth, ritual, hosting and nostalgia - because that tone is landing better in a culturally and economically complex moment. The Business of Fashion notes that many brands are consciously trying to “get the tone right”, moving away from forced novelty and towards more emotionally grounded storytelling that feels comforting rather than performative.
What this looks like in practice is a blend of cinematic narratives (Prada’s winter journey; Burberry’s townhouse gathering), heritage-led visuals (Mulberry’s British celebration; Max Mara’s quiet winter refinement), and experience-driven activations (Ralph Lauren’s city-based Holiday Experience rollout). FashionNetwork frames the season as one where togetherness and nostalgia dominate creative direction, while Istituto Marangoni similarly points to the renewed pull of traditional festive storytelling - only now it is packaged in a way that remains “Instagram-ready”.
Beyond brand campaigns, Holiday 2025 window displays and storefront installations across global fashion capitals have functioned as seasonal cultural programming, turning luxury shopping streets into shareable public destinations. Elle Decor highlights Dior’s gingerbread-theatre vignettes, Hermes’ cloud-like paper installations by artist Mia Pearlman, David Yurman’s studio-inspired scenes, Louis Vuitton’s lantern-led travel narratives, and Burberry’s Bloomingdale’s partnership, featuring knight-themed storytelling and a building-scale Burberry Check scarf wrap.
Alongside these theatrical displays, other houses adopted more restrained but highly recognisable gestures. Acne Studios applied its signature house bow motif to flagship façades in cities including Paris and New York, while Chanel returned to its oversized tweed bow installation for Holiday 2025 - notably on New Bond Street in London - reinforcing continuity, brand codes and elegance over novelty. Together, these installations underscore how physical retail has become a key medium for festive storytelling, cultural visibility and social amplification.
Emotion over spectacle: warmth, memory and togetherness are the creative centre of gravity.
Storytelling as commerce: short films, cast-led narratives and cinematic moodboards replace hard-sell gifting language.
Immersive retail moments still matter: windows, hotel set-pieces and city activations are treated as high-impact media channels.
Curated gifting remains the commercial anchor: jewellery and accessories are framed as meaningful, story-driven gifts (rather than “discount season” product pushes).
Cover Image: Prada website.