The SS22 campaigns are here to brighten up our boring little lives

It was the season that everything changed. Cocooning all-in-ones and cashmere loungewear were suddenly replaced with the wisp of a chiffon minidress. Skirts were hoicked at the hip with babetastic butterfly brooches or otherwise slashed at the thigh as oiled-up legs sliced their way down glitter-strewn runways. SS22 was the first outing since lockdown laws were lifted, meaning designers burst from their support bubbles as the runway burst its banks with satin platforms, sequin slips, and belly chains. Consider it optimism by way of force. 

Many hawked the season as a clarion call for sexuality but it turned out to be a little bit more het-up than originally anticipated. It makes sense then, that summer’s advertising campaigns should speak to this newfound, slightly disoriented sense of freedom – be that Solange wading into open waters, or Burna Boy, Vince Staples, and 120 other models writhing under the rain for Calvin Klein. Elsewhere, Ludovic de Saint Sernin paid homage to the belfie, Donatella Versace threw herself between the Hadids, and Bad Bunny got himself all wet for Jacquemus. Click through the gallery above to see the rest of the season’s fashion campaigns as and when they drop.