Fashion Week SS25 round up | Creativebrief

The Spring/Summer 2025 Fashion Week shows ended at the start of this month (October) with the longest week, Paris. A month of innovation, creativity, and plenty of media attention, the occasion invites marketers to get involved in unique ways.

As designers were debuting their latest collections and embracing the internet’s most loved models, advertisers were jumping on the hype of all things fashion. Key markers of fashion-related campaigns include: tapping into culture and social media, embracing pop music, bold design, and a love of luxury.

From Gap’s viral dance with pop icon Troye Sivan and H&M unofficially kicking off London Fashion Week with a Charli XCX concert, to BBH London’s homeware couture for Tesco’s F&F and Travelodge’s Kate Moss look-alike in a duvet dress – campaigns embodied the spirit of Fashion Month.

At the same time, social media played its part in expanding the conversation. We heard from industry experts on sustainability, the pressures of social media, and a new trend in fashion marketing that is embracing lo-fi social.

F&F fuses fashion and home

F&F launches its homeware collection with garments from award-winning designer Thomas Bird.

GAP dances into Fall 2024 with Troye Sivan

The ‘Get Loose’ campaign embraces denim and self expression.

M&S embraces ‘Big Autumn Energy’

The campaign positions Autumn as a time for renewal, through the lens of a new wardrobe.

Is sustainability taking second place to social media in London Fashion Week?

Fast fashion cycles and social media pressures sit at odds with sustainable practices.

H&M launches A/W 24 collection with a concert

Charli XCX performed to celebrate the new collection and mark the start of a ‘brat’ autumn.

Steve Madden leans on gamification for LFW push

The Sole Survivor event leans on the storytelling of Squid Games and the Crystal Maze.

Rimowa merges luxury with practicality in a stylish campaign

The new campaign created by Anomaly successfully fuses craft and culture.

Travelodge teams up with Kate Moss lookalike for 24-hour dress launch

The hotel brand is hoping to capitalise on London Fashion Week fever with a bed themed dress.

In a world of AI overwhelm is lo-fi social here to stay in fashion communications?

Authentic, at times messy communications is striking a chord with consumers tired of perfection.

Image courtesy of H&M.