When it comes to fashion campaigns, last year’s offerings seemed a hard act to follow. Seemingly disillusioned with traditional advertising, designers instead opted for unconventional faces to front their brands. Cult icons Cher and Winona Ryder ruled at Marc Jacobs, while Riccardo Tisci made fashion history by choosing fellow designer Donatella Versace to represent Givenchy. Arguably, one of the most ingenious casting decisions came from Phoebe Philo when she selected American author and octogenarian Joan Didion to front Céline’s AW15 campaign – complete with blackout shades.

The SS16 campaigns unveiled so far have proved to be equally experimental. Sporting a skirt from the womenswear collection, gender-fluid dresser Jaden Smith stars in Nicolas Ghesquière’s Louis Vuitton campaign, while iconic supermodels of the 90s, Cindy Crawford, Naomi Campbell and Claudia Schiffer have reunited to front Balmain. Steven Meisel has recreated Jeremy Scott’s eccentric Moschino carwash with the help of Joan Smalls and Gucci’s models have taken a trip to Berlin to pay homage to Germany’s 80s pop culture scene.

In addition, model Natalie Westling fronts two campaigns – she plays an otherworldly being for McQueen and channels her love for skating as an ambassador for Vans. As well as that, both Miu Miu and Prada hail a new wave of creative talent, A$AP Rocky is seen engaging in moments of youthful hedonism for his collaboration with GUESS Originals and Hedi Slimane has captured grunge princesses and open roads for Saint Laurent.

See some of this year’s most game-changing, conceptually rich and impeccably shot campaigns in the gallery above.