Jisoo Stars in Self-Portrait’s AI-Generated Pre-Fall Campaign

We haven’t even decided what kind of summer this year will bring (Brat round 2? Lorde summer? Addison? Haim?), but the fashion industry is already leaving the warm months behind and looking toward fall. That’s right, the fall campaigns are rolling out just as the winter chill is lifting. And while it might feel too soon, the array of beautiful images, famous faces, and, of course, covetable clothing, jewelry, and accessories on display will have you forgiving these brands for rushing summer along. Check back here often as we track the latest surprise stars and eye-catching images of the season.

Self-Portrait

Self-Portrait’s pre-fall 2025 campaign may be inspired by the ’60s, but it is distinctly modern. Starring K-pop star Jisoo and shot by photographer Drew Vickers, the images feature AI-generated backdrops that feel both nostalgic and futuristic. The result finds Jisoo in a kind of dreamscape, a doll dressed up in her bows and lace, floating between the hyperreal and synthetic.

Self-Portrait

“We’ve always used our campaigns to tell stories, but working with Drew and this kind of technology let us blur the line between what’s real and what’s imagined,” says Self-Portrait founder and creative director Han Chong. “The AI wasn’t there to replace anything, but to build new worlds for Jisoo to inhabit. It felt like the perfect way to reflect the mood of the collection: familiar but surreal, nostalgic but completely new.”

Marc Jacobs

Fans of Doja Cat and Marc Jacobs are in for a treat with the brand’s new pre-fall campaign, which seamlessly blends the adjacent worlds of music and fashion. Not only do the images star the singer, but the accompanying video features a sneak peek of Doja’s newest song “Jealous Type” from her upcoming album, Vie.

Marc Jacobs

The campaign, titled Staycation, stars Doja in and around New York City, showing off myriad Marc Jacobs bags including the Snapshot, Chain Sack, and the newest version of the brand’s Dual Bag.

Marc Jacobs

While many might not think “vacation” when they imagine the hot, concrete streets of NYC, Doja argues location is irrelevant when it comes to getting away.

“Being on vacation isn’t about where you go,” she says. “It’s about how you show up—whether you’re just enjoying the city or soaking up the sun at the beach. This Marc Jacobs campaign is about living life and serving looks. It couldn’t be a more perfect stage to preview my new music, where retro glam meets a little soul.”

Louis Vuitton

Louis Vuitton’s pre-fall menswear campaign takes you on a voyage—one where the journey is just as important as the destination. Creative director Pharrell Williams references the golden age of transatlantic travel, when men dressed up for a cross-continental cruise. But there is still an undoubted modern edge with some distressed textiles and sea-inspired prints.

Louis Vuitton

The collection is split into two chapters: transit and arrival. The transit wardrobe focuses on classic tailoring and legacy sportswear, with colors representing the sunset and sea. It’s relaxed yet refined, featuring naval iconography and materiality that mimics a yacht’s plush yet polished interior.

Louis Vuitton

The arrival wardrobe, meanwhile, looks towards the beach and pool—activities to be enjoyed upon docking. Miami is a key inspiration here, with day and loungewear rendered in pastels and lightweight fabrics. It’s all about the stylish ease of the off-duty look.

Valentino

Valentino’s pre-fall 2025 campaign came with a letter from Alessandro Michele titled “The Poetics of Everyday.” In it, the creative director criticizes this “era of violent uproar, of shouting images, of words chasing after other words without ever taking root,” in which we currently find ourselves. The accompanying campaign attempts to provide a more lasting gaze, one “capable of lingering upon the infinitely small, on seemingly insignificant gestures, on those everyday routines that connect us with the pattern of life.”

Valentino

In a series of images shot by Glen Luchford, Amelia Gray, Kai Schreiber (who made her runway debut at the Valentino show in Paris in March), Sophie Thatcher, and more are the enigmatic stars. The campaign provides a snapshot into their lives as they frequent a city block. Gray plays with a yo-yo while Schreiber attempts to solve a Rubik’s Cube. Everyone is caught in action by the lens. It’s a “static point of view that may scan the poetical density of what nestles in the ordinary,” according to Michele.