As the leaves turn and the air chills, the Autumn/Winter 2022 (AW22) fashion campaigns emerge, showcasing the innovative, the nostalgic, and the outright daring designs of the season. Liminul Magazine is thrilled to present our curated selection of favourite campaigns, a vibrant tapestry woven from the threads of creativity, heritage, and forward-thinking fashion. From Prada’s reflective humanity to MCM’s motorsport-inspired dynamism, Balenciaga’s ’90s anti-fashion revival, and Loewe’s celebration of diversity across global cities, these campaigns stand out for their artistic storytelling, aesthetic boldness, and cultural resonance. We invite you on a visual journey through the essence of AW22, where fashion transcends clothing to become a narrative of individuality, expression, and connection.
PRADA
Prada’s AW22 collection concentrates on the idea of “encapsulat[ing]… humanity” while reflecting on the “depth of the human experience”. The campaign was lensed by photographer David Sims who directed the models, such as Hunter Schafer, Kendall Jenner, etc to sit opposite a still life image which abstractly embellishes parts of their narrative, celebrating recollections, sensations, and history. Prada communicates that the campaign’s focus is “opening windows on human life and enlarging their narrative.” By doing this, the campaign delivers the Prada Fall/Winter 2022 collection a unique touch and contributes in giving the actors and models a more authentic voice.
MCM
Inspired by the Haus’s origins, the thrilling culture of motorsports serves as the inspiration for MCM’s Autumn Winter 2022 (AW22) collection. The collection for this season plays with construction and deconstruction while reinterpreting vintage automotive designs for a world that is constantly evolving. AW22, which is inspired by youth and mobility, combines innovative tailoring with contemporary cuts to create imposing silhouettes. The campaign combines dramatic blacks, rich greens, soft wool, mohair knits, and sleek leather as its potent colour palette. Colour-blocked boots stand with modern biker jackets, and pink faux fur and biodegradable quilted nylon are paired for guilt-free richness. The choice of the shot angle truly captivates the audience to “look up” to the models in the collection.
BOTTEGA VENETA
While some people might have some mixed feelings about this campaign, it’s one of our favourites! Photographer Malick-Bodian captures model Dara striking a joyful expression which takes us back to the early 90s. Its simplicity allows the focus to be on the bag, while oddly enough the bag is half shown. It gives the reader a sort of mystery to look more into it. The collection’s tone has definitely changed from its previous campaigns however it’s a more subtle and humbling approach which can be appreciated as much as its more vibrant and eccentric collections.
BALENCIAGA
Balenciaga AW22 Campaign shot by British-born photographer Nadia Lee Cohen continues its theme of “The Lost Tape”. The theme conveys the seductive energy of the 1990s advertising as it evokes a period when anti-fashion, deconstruction, and monochrome minimalism could be found anywhere from an industry show to the vibrant underground in clothing that was alive with raw ideas. Nadia depicts the distinctively stylish and daring styling of all time, all in the form of a message from the past of what might have been but never was. The limits of post-grunge and raver silhouettes are attained. Playing with proportions results in the production of new and innovative silhouettes. The collection figuratively fills a void from Balenciaga’s past. All whilst choosing to shoot the most highly sought-out faces of our generation, they break down the barrier by making personal eye contact with the audience while affectionately embracing each other.
VIVIENNE WESTWOOD
Vivienne Westwood took a different route and kept it raw with their campaign. Photographer Juergen Teller is known for his particular eye for candid, natural, and unfiltered pictures which he approached this campaign with. Teller depicts how Battersea, in South London, has evolved for the Vivienne Westwood AW22 campaign. Westwood has always deemed Battersea to be her creative haven, with the River Thames just a five-minute walk from her ever-evolving design office. As with the design approach, Westwood’s utilization of space pays tribute to the surroundings of London’s renowned little creative neighbourhood. The design studio was initially established to embrace, repurpose, and reuse the elements of existing architectural heritage. Creative director Andreas Kronthaler adds how their workplace is like their home and how they’ve witnessed it evolve significantly.
YSL
Photographer Gray Sorrenti captured the. YSL AW22 campaign with a compilation of striking pictures that reference the unpretentious elegance of bygone eras, from Art Deco-inspired looks to ’90s attitude. The photographs captivate and draw viewers in these stunning portraits. The women’s collection exudes the wild elan of Art Deco. Sticking to the brand’s ongoing stylistic feature of sleek, clean, elegant, and romantic. Saint Laurent never fails to consistently demonstrate that the sophisticated attitude will always be in black and white.
DIOR
Dior’s AW22 Campaign is all about celebrating freedom in all of its different types of designs. The Dior Men’s Fall 2022 advertising campaign stands as a testament to the brand’s menswear designer Kim Jones’ unbridled innovation and constant reinvention of savoir-faire. The love for freedom can also be seen in the campaign’s models, who are reminiscent of the rebellious poets of the 1950s Beat movement. The collection merges counterculture with Haute style along with Parisian refinement with aspects of contemporary American sportswear. Jack Kerouac’s poetry is used to decorate the collection’s background setting. Bright green, blue, and red knitwear along with subtle pieces in white, black, and gray are all part of the collection. Eye-catching looks are made by combining various colours and patterns. The ensemble is completed by timeless Dior bags and accessories in more neutral tones.
LOEWE
Another campaign was shot by the famous Juergen Teller while Loewe’s campaign was shot a bit differently than the Vivienne Westwoods, the photographer has again outdone himself. Teller shot all the different campaigns of Loewe across numerous cities around the world spotlighting established people who have made an imprint in music, entertainment, and sports. A remarkable piece of art from a diverse artistic community with Alewya, Maya Nakanishi, Sir Anthony Hopkin CBE, and many more memorable artists. What is beautiful about Loewes campaign was its boldness spread across all different ages, styles, and bodies. These portraits are portraits of personalities diversifying one another allowing each individual’s unique personality to branch out.
More than ever, high fashion seems accessible to everyone thanks to Loewe. This is conveyed not only through the photography but through the art direction of playful imagery by choosing eccentric colours that pop right through the image. In addition to displaying the variety and adaptability of the brand’s latest offering of bags, the photographs bring playfulness back to life by highlighting each creative’s mischievous side. Alewya sits on a wooden stool while holding the Small Puzzle Edge bag in her lap. The pictures’ unrefined liveliness exposes each subject’s inner personality, which then in turn perfectly captures the collection’s explosive theme of athletic shapes, vibrant colours, vivid textures, and carved physique, with definitive outerwear as a key characteristic.
Tala is an Editorial Intern at Liminul. She’s a creative writer/director, graphic designer, and event coordinated based in Toronto. Tala is a third year student majoring in Fashion Communications at X University.