On Instagram’s day and age, Christmas is not about hot chocolate and Santa; it is a curated
narrative, and nobody does storytelling better than luxury houses. The season invites us to dress our
memories, wrap our desires in texture and light, and allow luxury to speak in moments. Here are
Voir’s top ten Christmas campaigns that wrap the winter narrative beautifully.
Prada Holiday 2025 — A Winter’s Tale on Wheels
Prada’s campaign takes us on a winter road‑trip, five protagonists riding through snowy forests in a
cinematic short directed by Glen Luchford. With Maya Hawke, Damson Idris, Letitia Wright, and
more, the campaign is pure movement, a convoy of light through dusk. Prada’s official line: “a
winter archetype: rediscovery, return, and the joy of shared stories.” The visuals (vehicles cutting
through ice‑blue terrain, knitwear layered under leather trenches, warm candle‑light against frost)
call not only for purchase, but recollection.
Mulberry Holiday 2025 — “Here We Go Round the Mulberry Tree”
Rooted in British heritage, Mulberry’s festive campaign is an evocation of gathering. Friends
beneath a Mulberry tree gather, exchange bags like keepsakes, and the narrative arcs through
folktale‑like friendship. There is charm in the details: Penelope Tree, Cora Corré, a softly lit
banquet table, the Mini Heritage Bayswater bag passed between hands. For fashion that values
context, this campaign offers nostalgia. It is not retro stylings, but memory‑spun accessories. It is a
luxury as heirloom and tokens of traditions.
Coach Holiday 2025 — “The Gift for New Adventures”
Coach turns the season into motion: ambassadors Elle Fanning, Charles Melton, Kōki, SOYEON,
Griff and Ravyn Lenae in a campaign that redefines gifting. “For us, gifting isn’t just about giving
something beautiful — it’s about inspiring someone to take the next step in their own story,” says
Joon Silverstein, Coach’s Chief Marketing Officer. The Tabby bag, the Empire silhouette, and the
Brooklyn pop‑up leather piece do not pose as trophies. They are companions in new chapters. In a
world that treats luxury as status, Coach frames it as a curated journey.
Boss Holiday 2025 — Gilded Gifts & Quiet Power
Boss takes the holiday luxury story into a golden place: structured silhouette meets gift‑wrapped
mythology. When fashion becomes the setting for a story rather than just a display, Boss enters the
room. It is polished, architectural, and assertive. It echoes the mood of modern luxury women who
see every outfit as a possibility
Gucci Gift 2025 — Four Acts of Festive Travel & Legacy
Gucci’s holiday campaign unfolds like a mini‑series: across continents, across generations.
Sabato De Sarno imagines legacy in motion. Solange and Tina Knowles appear, Florence appears,
afar from the simple tree and bauble. It’s a luxury story told in timelines and destinations.
Tommy Hilfiger Holiday 2025 — Prep Redefined by Jisoo
K‑pop star Jisoo anchors the campaign, taking Tommy’s American‑heritage codes into a global
holiday. Varsity jackets, wide‑leg jeans, tailored bomber over a pleated miniskirt. It is a culture
mash‑up turned festive narrative. What was once preppy is now cross‑continent; what was once
collegiate is now couture.
Louis Vuitton Holiday 2025 — “Le Voyage des Lumières”
Louis Vuitton blends travel with festivity: a snow‑globe carousel, elegant trunks stacked like future
heirlooms, the horizon of light and luxury converging. The campaign spells journey the way
fragrance spells memory. For style lovers fully conscious of wardrobe as metaphor, this campaign
stands out not for what is worn, but why it is worn.
Max Mara Holiday 2025 — Quiet Camel, Winter Camel
Max Mara takes its staple camel‑toned coats and places them in a serene winter reverie.
Snow‑dusted landscapes, minimal embellishment, editorial pace. It is the luxury of restraint.
When less becomes loud, Max Mara’s storytelling speaks to those who dress once, well, and every
season.
Ferragamo Holiday 2025 — Gifts that Craft Legacy
Ferragamo’s campaign is about the art of gifting and dressing for the family frames in our lives.
Bags, shoes, and coats are each anchored in artisan craft and generational passage. It’s soft luxury
telling a lasting tale. For readers who make purchases with legacy in mind, Ferragamo’s holiday
narrative aligns.
Chanel “Winter Tale” Holiday Campaign — Elegance in White
Pastel snow‑walks, tweeds, delicate pearls. Luxury is a mood, not a moment. While slightly ahead
of the 2025 wave, its influence lingers and frames the season for those who favor subtlety.
This festive season it seems it is all about the memories, and making them in style. What all the
fashion campaigns seem to want to remind us is that, at the end of the day, all that matters is our
loved ones.
Words by Fabiana Gutierrez
