Spring/Summer 2025: The Fashion Trends Shaping Campaign Imagery

Soft Power Tailoring

Tailoring takes a relaxed turn this Spring/Summer 2025, ushering in what many are calling “soft power” suiting. Designers have softened once-sharp office attire into fluid, comfortable ensembles that still exude authority, but without the boardroom rigidity¹. On the runways, labels from Ferragamo to Stella McCartney debuted subtly oversized blazers and slouchy trench coats, styled with heels and structured bags to keep it polished¹. The message is clear: you can project power in a less intimidating, more approachable way. This shift is influencing fashion content as well. Brand lookbooks and e-commerce shoots are now showing suits in motion – think models striding confidently or even lounging in tailored separates – to highlight a new ease. At LRP Studios, we’ve embraced this trend by ensuring our shots of tailored pieces convey movement and comfort, not just structure. The result is imagery that still says “professional”, but with a softer, human touch.

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The Rise of Powder Pink

Burgundy and red have officially stepped aside this season, as powdery pastel pink emerges as the defining hue of S/S 2025². From New York to Paris, a heavy showing of powder pink swept through collections at brands like Miu Miu, Chanel, Alaïa, Khaite, and Valentino³. Far from a mere girlish whim, this colour is being deployed in sophisticated ways – monochrome tailored suits, airy chiffon dresses, and even accessories – bringing a fresh, optimistic energy after seasons dominated by neutrals and darker tones². For fashion campaign producers, the “powder pink moment” has meant infusing shoots with a softer colour palette. Many spring campaigns are styled on pink backdrops or with pink lighting gels to cast a flattering glow in line with the trend. By weaving this trending hue into content (from editorial photos to social media flatlays), brands tap into the collective mood of optimism and romance that powder pink embodies.

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Individuality and Modern Nostalgia

After years of algorithm-driven “must-have” looks, designers are reclaiming personal style and even a bit of nostalgia. On the runways, there was a palpable return to individuality – each model often styled with unique accessories or bespoke combinations, rather than a single uniform theme⁴. At Prada, for example, no two outfits looked alike, reinforcing a celebration of personal quirks and styling over matchy-matchy perfection⁴. This individualistic ethos frequently came paired with nods to bygone eras, a kind of modern nostalgia. Alessandro Michele’s debut at Valentino exemplified this: the collection paid tribute to Valentino’s archives (think iconic patterns and silhouettes), but each look was styled playfully to feel one-of-a-kind and current⁵.

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‍Our recent campaign for Farah illustrated this fusion of individuality and nostalgia. Farah as a brand was reborn in 1970s Britain and became a staple of alternative subcultures, so we incorporated vintage-inspired elements in a fresh way. In the shoot, models wore modern cuts with retro twists – a contemporary bomber jacket in a 70s colour way, wide-collar shirts, and nostalgic prints – each styled differently to reflect their personality. The imagery feels authentically eclectic, much like the late-’90s style icons and indie scenes that inspired it⁵. By embracing these unique touches rather than enforcing a single “look,” fashion content creators are making campaigns feel more personal and emotionally resonant with consumers who crave originality.

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Maximalism and Opulence

“More is more” is back. After several seasons dominated by minimalist quiet luxury, designers have swung the pendulum to the opposite extreme with unbridled opulence on display. Ornate, maximalist looks ruled many S/S 2025 runways – think brocade jackets, lavish ruffles, jewel-encrusted heels, and head-to-toe embellishment⁶. At Saint Laurent, high-neck lace blouses were paired with satin skirts and gem-studded pumps; at Loewe, gleaming mother-of-pearl coats stole the show⁶. The collective effect is a return to extravagance and fantasy in fashion. For campaign production, this maximalist revival opens the door to bolder creative direction. Editorial shoots are getting more decadent, with richly decorated sets, dramatic lighting, and luxurious textures front and centre. We’re seeing brands opt for grand locations – gilded interiors, theaters, private estates – as backdrops to match the clothes’ opulence. Even in the studio, styling teams are layering statement jewelry, metallic fabrics, and lush props to capture that sense of drama. The goal is to evoke awe and aspiration. It’s a fun challenge for content creators: how to make an image feel luxurious and dense without overwhelming the product. The key has been careful curation of details and a confident, artful composition that says glamour, not chaos.

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Ethereal Romance and Sheer Fabrics

The fashion world is craving romance again – and expressing it through diaphanous layers and delicate details. Light, flowing materials like tulle, organza, and chiffon are everywhere, crafting an ethereal vibe with sheer fabrics and soft, frothy silhouettes⁷. On spring runways, models at Chloé floated by in translucent gowns; Valentino sent out looks adorned with lace and bows; even typically edgy brands embraced a touch of whimsy. The palette accompanying this trend skews toward ethereal shades: blush pinks, ivory, lavender, and other dreamy hues that complement the sheerness⁷. Importantly, this new romanticism feels modern – often tempered with a hint of sleekness or a fresh twist so it doesn’t veer into costume territory.

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In fashion imagery, the “craving romance” trend translates to softer, storybook-like visuals. Photographers are using backlighting and haze to give that halo effect on sheer garments, and shooting through gauzy fabrics for an intimate, dreamy feel. In our studio, we recently worked on content for Agent Provocateur that tapped into this ethereal romance. Known for its fearless sensuality, the brand’s latest collection also features whisper-light lace and tulle. Softly lit scenes with billowing curtains and subtle movement, so the translucence of the lingerie takes centre stage in an artful way. The resulting visuals have a seductive yet sophisticated mood – proving that sheer, romantic styling can empower and intrigue, rather than just reveal. This trend’s influence on campaigns is clear: whether it’s a luxury gown or lingerie, portraying the garment’s airy movement and the feeling of wearing it (confidence, softness, allure) is just as important as showing its form.

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High-Low Styling: The ‘Utility of Glamour’

High-low styling – the art of mixing casual, utilitarian pieces with high-fashion glamour – continues to gain momentum in 2025. This trend (dubbed the “utility of glamour”) sees designers and influencers alike pairing opposites: think a sequined evening skirt with a simple white tank and trainers, or a tailored satin dress under an oversized utility parka. The Spring 2025 collections reinforced this eclectic approach. In Paris, for instance, we saw rebellious riffs on power dressing with rock-infused leather and denim worn alongside refined blazers and hot pants⁸. By fusing streetwear and vintage workwear elements into polished outfits, Gen Z designers are redefining what “dressed up” means⁸ – blurring the lines between the practical and the opulent. For fashion content creators, the high-low trend is a goldmine of creative storytelling. It allows campaigns to feel both aspirational and relatable.

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The juxtaposition immediately tells a story: it’s edgy, unexpected, and modern. Our lookbooks for contemporary brands and designers like Teija also play with this contrast. Teija’s signature Nordic minimalism, for example, is brought to life by layering functional outerwear over delicate, stylish underpinnings, reflecting a chic practicality. In shoots, a model might wear a refined organza blouse with cargo-style trousers, or a flowing skirt with a structured utility jacket – styling choices that highlight contrast and individuality. By showcasing these high-low mixes, campaigns feel more in tune with how people actually dress (and want to dress): mixing high fashion with everyday staples. It’s a visual reminder that glamour and comfort are not mutually exclusive in 2025’s style landscape.

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Texture Play: Fringe, Feathers and Tactile Materials

One of the most exciting visual trends this season is all about touchable texture. Designers aren’t just focusing on colour or silhouette – they’re adding dimensional, tactile elements that practically beg to be felt. We saw fringe, feathers, and other playful textures swinging down runways from New York to Paris⁹. Alaïa sent out swirling fringe coats; Proenza Schouler showed dresses trimmed in long, twisting fringe; Chanel, for its part, took a lighthearted approach by working feathers into its pieces in a romantic yet modern way⁹. The common thread (pun intended) is an exploration of materials that add movement and intrigue: fluffy pom-poms layered under sleek outerwear at Khaite, or Bottega Veneta’s quirky hats resembling rubbery Koosh balls from childhood⁹. Each look invites the viewer to imagine the sensation – the soft flutter of ostrich feathers or the sway of beaded tassels – bringing a new level of engagement to fashion.

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For those of us producing fashion imagery, this texture trend is a chance to get creative with cinematography and photography techniques. In campaign videos, slow-motion clips capture fringe flying as models walk or dance, emphasising kinetic beauty. In still shoots, macro close-ups highlight the fine detail of a feathered trim or the luxurious pile of a fuzzy fabric. We often position a fan just off-camera to give life to a garment’s fringe or chiffon, ensuring the photo isn’t static but alive with texture. Lighting, too, is key: raking light across a textile can draw out its depth and shadow, making the image almost tangible. The goal is to make viewers feel the fashion through the screen. By leaning into these tactile elements, Spring/Summer 2025 campaigns are becoming sensory experiences. Textural fashion details not only add visual interest but also communicate quality and creativity – important storytelling cues for brands. After all, a fringe-laden jacket or feather-embellished dress isn’t just an item of clothing, it’s an experience – and through dynamic content, we let the audience in on that excitement.

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In summary, Spring/Summer 2025’s key style directions – from soft-tailored power suits to sheer romantic gowns, from maximalist opulence to high-low mashups and touchable textures – are profoundly shaping the look and feel of fashion content.* This season is all about duality: power and softness, nostalgia and futurism, utility and glamour, excess and restraint. For creative studios like LRP, it’s an opportunity to push boundaries and tell richer stories. Each trend offers a new lens through which to showcase a brand’s identity, ensuring that campaigns aren’t just on-trend but also emotionally compelling. As we’ve seen in our work with diverse clients (Farah’s retro flair, Teija’s modern pragmatism, Agent Provocateur’s sensual romance), aligning content with these trends creates imagery that resonates. The end result? Campaigns that not only reflect the spirit of the season but also inspire viewers – inviting them to step into the fashion narrative and feel a part of the moment.*

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^Sources:

<sup>1. https://www.whowhatwear.com/fashion/spring/spring-summer-2025-fashion-trends
2. https://www.whowhatwear.com/fashion/runway/romantic-fashion
3. https://www.glamour.com/story/powder-pink-trend-spring-2025
4. https://www.whowhatwear.com/fashion/spring/spring-summer-2025-fashion-trends
5. https://www.whowhatwear.com/fashion/spring/spring-summer-2025-fashion-trends
6. https://www.whowhatwear.com/fashion/spring/spring-summer-2025-fashion-trends
7. https://www.whowhatwear.com/fashion/runway/romantic-fashion
8. https://www.marieclaire.com/fashion/fashion-trends-2025/
9. https://www.whowhatwear.com/fashion/spring/spring-summer-2025-fashion-trends</sup>