With the 2026 FIFA World Cup approaching, adidas has kicked off what is likely to be an aggressive global marketing race with A Legend is Born, a cinematic new campaign that pulls together football icons, musicians, and Hollywood talent in one sprawling universe. Fronted by Timothée Chalamet, who narrates the trailer while wearing a custom lavender adidas jersey, the campaign follows three fictional street football prodigies known as “The Invincibles” as they prepare to face an all-star lineup featuring Lionel Messi, Zinedine Zidane, David Beckham, Jude Bellingham, Trinity Rodman, Lamine Yamal, Ousmane Dembélé, and Pedri, alongside Bad Bunny. More than just a World Cup teaser, the rollout also effectively confirms Chalamet’s long-rumored partnership with adidas after months of subtle Instagram hints involving Sambas and AE basketball sneakers.
Chanel has confirmed that its 2027 Métiers d’art collection will be unveiled in Rome on Dec. 2, 2026, marking a major moment for the house under the direction of Matthieu Blazy. The choice of location feels especially fitting given Gabrielle Chanel’s long-standing fascination with Italy, which began after her first visit to the country in 1920 and went on to shape much of her creative worldview through its art, cinema, and culture. Since launching in 2002, Chanel’s Métiers d’art shows have served as an annual tribute to the house’s specialist artisans, spotlighting the craftsmanship of embroiderers, milliners, shoemakers, and other ateliers behind the scenes. With Blazy’s modern, sculptural approach to design meeting Rome’s cinematic grandeur, the show is already shaping up to be one of fashion’s most anticipated events of the year.
Speaking of football, the worlds of football and pop music are colliding once again as FC Barcelona prepares for the next El Clásico with a special-edition jersey takeover in collaboration with Olivia Rodrigo. As part of the club’s ongoing partnership with Spotify, the streaming platform’s logo will temporarily disappear from the front of Barça’s kits, replaced instead by Rodrigo’s “OR” emblem, making her the youngest artist to ever receive the placement. Now in its fourth year, the Spotify x Barça crossover has evolved into one of football’s most effective culture-meets-marketing experiments, previously spotlighting artists including Drake, ROSALÍA, The Rolling Stones, KAROL G, Coldplay, Travis Scott, and Ed Sheeran. The jerseys will debut during the women’s team match against Levante on May 6 before appearing on the men’s squad for their May 10 clash against Real Madrid.
Louis Vuitton has officially tapped Alysa Liu as its newest House Ambassador. Fresh off a historic performance at the 2026 Winter Olympics, where the 20-year-old secured two gold medals and became the first American woman to win Olympic gold in figure skating in nearly a quarter century, Liu represents a new kind of luxury muse: technically disciplined, internet-beloved, and entirely herself. Known as much for her magnetic personality and signature striped hair as her athletic precision, Liu aligns naturally with the youthful, individualistic energy Nicolas Ghesquière has long pushed at Louis Vuitton. The partnership had already been quietly taking shape through a string of high-profile appearances, from the brand’s Women’s Fall 2026 show, where she wore a patchwork denim Speedy look, to the 2026 Vanity Fair Oscar Party in a pearl-embellished black minidress.
Alaïa has unveiled its latest campaign starring Hailey Bieber, photographed by longtime collaborator Tyrone Lebon inside his London gallery, Graces Mews, marking the first time the space has ever been used as a campaign backdrop. The stripped-back setting, defined by glass furniture, minimal lines, and near-monochrome interiors, mirrors Alaïa’s longstanding relationship with architecture and design, allowing Bieber’s presence to become the focal point rather than competing with spectacle. Through Lebon’s intimate lens, the collection unfolds as a distilled expression of the house’s identity, bringing together sculptural suede pieces, second-skin knits, leather, jersey, and vivid floral motifs that continue the material experimentation introduced during the Winter Spring 2026 show. The result feels less like a traditional celebrity-fronted luxury campaign and more like a study in controlled sensuality, where simplicity itself becomes the statement. In many ways, Bieber’s casting makes sense here, not necessarily because she transforms into the Alaïa woman, but because her highly curated public image already operates within the same visual language of restraint, polish, and quiet confidence the house has spent decades refining.
Tiffany & Co. is leaning into something far more intimate with its latest With Love, Since 1837 campaign, fronted by global ambassador Rosie Huntington-Whiteley. Instead of the usual high-gloss fantasy, the short film is set inside Rosie’s bedroom, unfolding as a quiet phone call with her mother while her own daughter plays in the background, a deliberately stripped-back setting that shifts the focus from spectacle to sentiment. At the center is a pavé diamond HardWear by Tiffany necklace, gifted by her mother, though the piece feels almost secondary to the conversation itself, which touches on memory, sacrifice, and the strange clarity that comes with becoming a parent. By anchoring the campaign in a generational exchange, the house taps into a broader shift in how legacy brands are speaking to younger audiences, moving away from overt opulence and toward stories that feel lived-in, personal, and quietly resonant, even if the setting remains impeccably curated.
Miu Miu is taking the latest iteration of its Tales & Tellers project to Shanghai on June 6 and 7, continuing the brand’s increasingly blurred relationship between fashion, performance art, and cinema. Originally launched in Paris in 2024 before traveling to New York in 2025, the evolving site-specific installation was envisioned by Miuccia Prada and developed by interdisciplinary artist Goshka Macuga alongside curator Elvira Dyangani Ose, with additional collaboration from theater and opera director Fabio Cherstich. Staged at the historic Shanghai Exhibition Center, the project draws from Miu Miu’s long-running Women’s Tales film commissions as well as the artistic interventions embedded within the house’s runway shows between Spring/Summer 2022 and Spring/Summer 2025. More than a traditional fashion exhibition, Tales & Tellers reflects Miu Miu’s ongoing effort to position itself less as a luxury label and more as a cultural platform, one where storytelling, female perspectives, and contemporary art practices exist in constant dialogue.
Versace is looking inward for La Vacanza 2026, unveiling a new campaign titled Versace Obsessed that transforms the house’s own image-making legacy into both backdrop and subject. Shot by legendary fashion photographer Steven Meisel, the campaign stages a series of intimate bedroom scenes where a new generation of models exists alongside oversized tearsheets from iconic Versace campaigns photographed between 1993 and 2004, effectively collapsing past and present into one highly self-aware visual universe. Rather than chasing nostalgia for nostalgia’s sake, the campaign feels more like a statement about Versace’s continued grip on fashion imagery itself, revisiting the visual codes that helped define luxury excess in the 1990s while reframing them through a contemporary lens. The collection mirrors that same tension, pulling from the house archive with a mix of printed silk, denim shirting, vivid tailoring, black leather, and gold accents that lean into Versace’s signature balance of glamour, sensuality, and unapologetic maximalism.
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