The campaigns for Autumn/Winter 2021/2022 focus on joy and positivity

Although summer is not over yet, brands have already launched their Pre-Fall 2021 and Fall/Winter 2021/2022 campaigns both online and in print. Whether it's the clothes, the shoes or the shows themselves, there is a constant in the campaigns of the upcoming season: a much-needed post-pandemic cheer and a return to boundless positivity and optimism. At FashionUnited we dive into the campaigns that are worth seeing.

Coach Fall-Winter 2021

Renell Medrano has photographed Jennifer Lopez, Michael B. Jordan, Koki and Jeremy Lin for the latest Coach campaign. Lopez appears with a wide smile on her face in the pictures, sharing only good vibes and a positive attitude. She wears a bucket hat and two bags -the Tabby and the Tate- and highlights the return to simplicity and freedom. The campaign drew on present and future inspirations, mixing tender sentiments like spending time with loved ones and celebrating the endless possibilities that lie ahead.

Miu Miu Fall-Winter 2021

Miu Miu debuted its campaign with "The Crown" star Emma Corrin, who played Diana Princess of Wales in the series. For the Fall/Winter 2021 season, Steven Meisel photographed the actress wearing soft shades and looking into the camera with a bright smile. The campaign was shot against pastel backgrounds that reflect Corrin's personality, all bringing some optimism and cheer to the upcoming winter season.

Michael Kors Fall-Winter 2021

To mark the brand's 40th anniversary, Michael Kors has staged his Fall/Winter 2021 campaign at different locations in Broadway, New York. The snapshots celebrate the inexhaustible energy of the city, its positive atmosphere and its eternal hope. Photographers Inez & Vinoodh snapped Naomi Campbell and Carolyn Murphy in floor-length gowns and gold mini dresses. As an ode to the return of city life, the campaign was envisioned as a night to remember and featured looks from the MK40 Reissue capsule.

Louis Vuitton Pre-Fall 2021 Shoes

For its Pre-Fall 2021 footwear campaign, Louis Vuitton has chosen TikTok and YouTube stars Emma Chamberlain and Charli D'Amelio. Both have been chosen for the campaign images of the LV Squad and LV Sunset sneakers, and joy and positivism are the protagonists. Big smiles, bright hues and oversaturated pieces can be seen, in a campaign full of vibrant energy and candid posing. Shot in Los Angeles, the sun-drenched snapshots feature palm trees, sand and floral backdrops that celebrate a return to the simple pleasures of everyday life.

Stella McCartney Pre-Fall 2021

Stella McCartney's Pre-Fall 2021 campaign is part of the brand's alphabet manifesto, which was first unveiled last spring. On this occasion, the collection defends the letter 'J' and the word 'Joy' associated with it. Photographed by Mert & Marcus, the images show animal models walking around London wearing the collection. The positive message is that: animals are equal to humans. Although based on notions of optimism and joy, the campaign also shares a significant message, which is to end the use of fur.

Dior Pre-Fall 2021

Dior's Pre-Fall 2021 campaign is committed to energetic colors, daring tones and, above all, is inspired by pop art. Photographer Brigitte Niedermair captured Sculy Mejía, Kayako Higuchi and Jits Bootsma against colorful backgrounds that make the campaign stand out. Niedermair has played with contrasts and proportions to create images that are literally stunning. Leopard prints, metallic details and monogrammed total-looks create bold silhouettes that are accented with pops of fuchsia and yellow.

Salvatore Ferragamo

Salvatore Ferragamo's Fall/Winter 2021 campaign is titled "A Future Together" and has been directed by filmmaker Win Wenders. Reflecting on the future post-pandemic, the brand has released a video shot at Milan's CityLife complex, as well as images highlighting the colorful pieces in the collection. From neon green coats to bright blue cardigans and skirts, the campaign's story revolves around hope and energy for the future. One thing is for sure, optimism will be in style next season.

This article has previously been published on FashionUnited.UK, translated and edited into Spanish by Veerle Versteeg.