Unwrapped: top luxury holiday campaigns for 2025

As the air begins to crisp and thoughts turn to festive cheer, the fashion world offers its own brand of early holiday magic. Long before the first decorations are hung, luxury houses unveil their highly anticipated holiday campaigns, setting the tone for a season of glamour, gifting, and aspirational style. For 2025, the world’s most iconic brands are pulling out all the stops, blending heritage with modernity, and enlisting A-list stars to bring their enchanting visions to life. From cinematic short films to breathtaking still photography, these campaigns are more than just advertisements; they are cultural moments that define the spirit of the season. Join KIQIZ as we unwrap the most spectacular luxury holiday campaigns for 2025.

Chanel: A starlit night in Paris

Chanel returns to its roots with a campaign that is quintessentially Parisian, sophisticated, and imbued with a quiet, confident magic. Titled “Nuit Étoilée à Paris” (Starry Night in Paris), the 2025 campaign transforms the city’s iconic rooftops into a dreamy, celestial playground. Under the masterful lens of photographer duo Inez and Vinoodh, the visuals capture the serene beauty of a snowy Parisian night, with the Eiffel Tower glittering in the distance.

The face of the campaign is brand ambassador Margaret Qualley, who embodies a modern Parisian spirit. She is captured in moments of joyful solitude, dancing across zinc rooftops and gazing at the stars. Her wardrobe is a masterclass in Chanel elegance: a black tweed jacket shimmering with silver thread, delicate camellia-adorned knitwear, and a flowing silk gown that catches the moonlight. The campaign beautifully balances the brand’s storied heritage with a fresh, contemporary feel.

• The Star: Margaret Qualley, bringing a youthful and graceful energy.
• The Setting: The iconic rooftops of Paris, offering a unique and romantic perspective on the city.
• The Vibe: Timeless elegance, celestial wonder, and understated luxury.

Of course, no Chanel holiday is complete without a focus on its iconic accessories. The campaign features stunning close-ups of the Chanel 22 bag in a new iridescent finish, alongside classic flap bags in festive metallics. The Coco Crush fine jewelry collection sparkles brilliantly, presented as the ultimate gift of love. And naturally, the legendary N°5 fragrance makes an appearance, its bottle depicted as a precious object against the starlit sky. The accompanying short film is a quiet, poetic piece that feels less like an ad and more like a love letter to Paris during its most magical season.

Dior: A fairytale dreamscape in Versailles

Maria Grazia Chiuri continues to weave magic at Dior, and the 2025 holiday campaign is no exception. Titled “Le Rêve Hivernal” (The Winter Dream), the campaign transforms the gilded halls and snowy gardens of the Château de Versailles into a modern fairytale. It’s a breathtaking narrative of romance, history, and couture craftsmanship, perfectly aligning with the house’s ethereal aesthetic.

Leading the fantasy is global ambassador Anya Taylor-Joy, who portrays a dream-like princess wandering the palace grounds. Photographed by the legendary Paolo Roversi, the images are soft-focused and painterly, evoking a sense of timeless elegance. Taylor-Joy is seen in a series of magnificent gowns from the latest cruise collection, their delicate embroidery sparkling against the frosty backdrop. The imagery feels both historical and deeply contemporary, a hallmark of Chiuri’s Dior.

• The Star: Anya Taylor-Joy, whose otherworldly beauty is a perfect match for Dior’s romanticism.
• The Setting: The iconic Château de Versailles, both inside its opulent halls and across its snow-dusted gardens.
• The Vibe: Ethereal, romantic, and deeply cinematic. Think historical fantasy meets high fashion.

The campaign places a strong emphasis on gifting, with exquisite close-ups of key accessories. The iconic Lady Dior bag is featured in a new winter-white cannage leather, while the J’adore fragrance bottle glimmers like a precious jewel. The film component, a short directed by a notable art-house director, follows Taylor-Joy as she discovers a hidden, magical part of the palace, bringing the dream to life in a truly captivating way. It is a celebration of femininity, history, and the power of dreams.

Gucci: An eclectic holiday gathering

Under the creative direction of Sabato De Sarno, Gucci continues to refine its new aesthetic of sensual, real-life glamour. For the 2025 holiday season, the brand presents “Ancora Festa” (Party Again), a campaign that celebrates the joy of togetherness with a distinctly Italian flair. Shot by David Sims, the campaign captures a diverse cast of models and friends, including brand ambassador Paul Mescal, at an intimate and effortlessly cool holiday gathering in a modernist Milanese apartment.

The atmosphere is warm, vibrant, and authentic. Gone are the over-the-top theatrics of the past; in their place is a focus on personal connection and sophisticated style. The cast is seen laughing, sharing gifts, and dancing, all while dressed in De Sarno’s sleek designs. The deep “Ancora” red is a recurring theme, appearing in sharp suiting, elegant slip dresses, and, of course, the season’s must-have accessories.

• The Star: Paul Mescal, continuing his role as a face of modern, understated masculinity for the brand.
• The Setting: A chic, art-filled apartment in Milan, reflecting the brand’s contemporary Italian identity.
• The Vibe: Authentic, sophisticated, and joyfully modern.

The spotlight is firmly on the products designed for a new era of Gucci lovers. The Horsebit 1955 and Jackie 1961 bags are rendered in luxurious new leathers and festive hues. The iconic Horsebit loafers are shown in plush velvet, perfect for holiday parties. The campaign successfully communicates that true luxury isn’t just about fantasy; it’s about elevating real-life moments with beautiful, impeccably crafted pieces.

Louis Vuitton: The journey is the destination

True to its heritage, Louis Vuitton’s 2025 holiday campaign is a grand celebration of travel and adventure. Titled “Horizons Infinis” (Infinite Horizons), the campaign takes viewers on a fantastical journey aboard a futuristic, luxurious train traversing breathtaking, otherworldly landscapes. It’s a visually stunning narrative that blends the golden age of travel with a forward-looking vision.

The campaign features a star-studded cast of global ambassadors, including Zendaya and Stray Kids’ Felix, each embarking on their own leg of this magical journey. Photographed by Steven Meisel, the images are crisp, vibrant, and full of energy. Zendaya is poised and powerful, gazing out at a snowy mountain range, while Felix brings a cool, modern edge, pictured in a sleek cabin filled with iconic LV trunks. The campaign highlights the idea that the holiday season is a time for both reflection and looking forward to new adventures.

• The Stars: A global ensemble led by Zendaya and Felix, appealing to a wide, international audience.
• The Setting: A fantastical, high-tech luxury train traveling through dreamlike landscapes.
• The Vibe: Adventurous, optimistic, and ultra-modern luxury.

The product is seamlessly integrated into the narrative. The legendary Keepall and Horizon luggage are front and center, reimagined with new finishes and subtle animations. The latest ready-to-wear collection by Nicolas Ghesquière is showcased in action, proving both stylish and functional. Special attention is given to the gift-giving assortment, from small leather goods and fragrances to high-tech accessories, all presented as treasures for the modern explorer.

Burberry: A very British celebration

Daniel Lee’s vision for Burberry continues to unfold with a 2025 holiday campaign that is deeply rooted in British culture, wit, and warmth. Shot in a sprawling, cozy estate in the Scottish Highlands, the campaign brings together a multi-generational cast of British talent from the worlds of film, music, and art. It feels less like a fashion shoot and more like a genuine family holiday album.

The campaign, photographed by a rising British photographer, captures authentic moments of connection: a group laughing around a fireplace, a walk through the misty hills, and the exchange of beautifully wrapped gifts. The iconic Burberry check is everywhere, but reimagined in Lee’s signature vibrant color palette of knight blue, rose, and green. The classic trench coat is also a hero piece, worn in modern, relaxed ways by the eclectic cast.

• The Stars: An ensemble cast of British actors, musicians, and models, emphasizing community and authenticity.
• The Setting: A cozy and grand estate in the Scottish Highlands, highlighting British heritage.
• The Vibe: Warm, authentic, eccentric, and unapologetically British.

The campaign focuses on the tactile and comforting aspects of winter fashion. Chunky knitwear, cozy scarves, and rugged, stylish outerwear are prominent. The new-era Burberry bags are shown in rich, seasonal textures. It’s a celebration of home, heritage, and the enduring appeal of British style, making Burberry feel both iconic and incredibly relevant.

Key trends from the 2025 holiday campaigns

Looking at these campaigns collectively, several key themes emerge that are set to define the luxury landscape. These shared narratives give us a glimpse into not only what we’ll be wearing but also what the world’s top brands believe we are longing for this holiday season.

• Cinematic Storytelling: More than ever, brands are investing in short films with high production values and notable directors. The goal is to create an emotional connection that transcends a simple product showcase, turning campaigns into memorable cultural events.
• The Power of Place: Whether it’s the rooftops of Paris, the halls of Versailles, or the hills of Scotland, a strong sense of place is crucial. These iconic locations ground the campaigns in a rich narrative context, adding layers of history and romance.
• Authentic Connections: A shift is noticeable from solitary, high-fashion poses to images depicting genuine interaction and togetherness. Brands like Gucci and Burberry are championing the idea that luxury is best when shared.
• A Modern Take on Heritage: While all these brands have deep archives, their 2025 campaigns are not purely nostalgic. They are adept at referencing their own history—be it a classic bag or a signature pattern—while presenting it in a way that feels fresh, modern, and desirable for a contemporary audience.

The lasting magic of the holiday season

The 2025 luxury holiday campaigns are a powerful reminder of fashion’s ability to inspire, enchant, and bring beauty into our lives. They offer a moment of escapism, inviting us into worlds filled with Parisian romance, fairytale dreams, and joyful celebrations. Beyond the stunning visuals and coveted products, these campaigns tell a story about what we value today: connection, authenticity, adventure, and the enduring appeal of timeless craftsmanship. As the festive season approaches, these are the images and ideas that will shape our style dreams, proving once again that in the world of fashion, the magic begins long before the first gift is unwrapped.