Luxury fashion houses launch winter campaigns

Have you ever wondered why every winter ad for a luxury brand looks like it costs more than your salary? Exactly.

“Winter campaigns generate an average of 40% of annual revenue for premium fashion houses, with the holiday season accounting for one third of total luxury product sales,” according to the latest Pattern Analytics report.

These numbers are impressive. But what exactly does a ” winter campaign ” mean? In the fashion industry, it refers to the period from September to February, when brands launch their biggest marketing initiatives. The focus is mainly on three categories: outerwear, leather accessories, and limited holiday collections.

Luxury fashion houses launch winter campaigns – the prestige season

The year 2025 is different, though. The economic slowdown has forced even the most elite brands to rethink their strategies. People have less money, but paradoxically, they’re spending more time online. That’s why everything now revolves around digital immersion—virtual shows, AR fitting rooms, and influencers with millions of followers. Fun fact: even adidas is preparing a collaboration with the Polish Olympic Committee for winter 2025/2026. Luxury sportswear is the new definition of prestige. Honestly, I thought it was just a passing trend, but it turns out premium brands treat winter campaigns as a long-term investment. It’s no longer just about selling a specific coat or handbag. It’s about building an entire ecosystem of dreams around the brand.

In this article, we’ll explore several key aspects: – Historical evolution – how winter campaigns have transformed from simple print ads into spectacular digital productions – Mechanics – the specific tools and strategies powering these multimillion-dollar ventures – The Polish market – can our local brands compete with global giants? – Controversies and challenges – why not everything that glitters is gold The winter glow of luxury is more than just beautiful photos and expensive products. It’s an entire philosophy of selling a lifestyle in times when reality can be harsh.

The evolution of winter campaigns – from haute couture to the digital age

Do you remember those old magazine photos where models in fur coats looked like aristocrats from another era? That was no coincidence. Winter campaigns by luxury brands are essentially the story of how fashion learned to sell dreams. The pioneering years 1910-1930 – when Chanel changed everything At the start of the 20th century, winter collections were an exclusive affair. They were presented in private salons, mostly in Paris. In 1916, Coco Chanel revolutionized this world by introducing simpler lines into winter creations. Her campaigns—though they weren’t called campaigns yet—were based on photographs taken in elegant interiors. Interestingly, even then, the power of storytelling was understood. Chanel wasn’t just selling clothes; she was selling the lifestyle of the modern woman.

Year/Period	Breakthrough initiatives
1916	The first simplified winter creations by Chanel
1920-1925	The evolution of fashion photography in magazines
1928	Introducing the “little black dress” as a staple of the winter wardrobe

Media Expansion 1950-1970 – Television Enters the Scene The 1950s brought a true revolution. In 1962, Yves Saint Laurent created the first full-screen TV commercial for winter coats. It may sound trivial today, but back then it was groundbreaking. Print magazines became a powerhouse. “Vogue” and “Harper’s Bazaar” set trends worldwide. Winter campaigns gained a narrative—they told stories of women in snowy landscapes, sometimes in exotic locations. I remember my grandmother’s stories about cutting out pictures from foreign magazines. Those images were like a window to another world. Globalization and Supermodels 1980-1990 The eighties were an explosion. Calvin Klein and Chanel began creating narrative-driven campaigns. It was no longer just about the clothes, but about an entire philosophy. Supermodels like Naomi Campbell and Cindy Crawford became the faces of winter collections. Chanel’s 1988 campaigns featuring Linda Evangelista in the snowy Alps are still legendary. This was the first era of true global branding in fashion. Calvin Klein went even further—his winter campaigns from the nineties were minimalist but deeply emotional. Black-and-white photos, simple compositions. The Digital Shift 2000-2020 – Social Media and Hashtags The internet changed everything, though luxury brands were cautious at first. It wasn’t until around 2005 that they began experimenting with online campaigns. The 2008 crisis paradoxically helped. The “masstige” trend emerged—luxury became more accessible, at least visually. Brands began to make intensive use of social media. The first hashtag campaigns appeared around 2010. #ChanelWinter and #GucciSnow became the norm. Instagram changed the aesthetic—everything had to be photogenic. By 2020, winter campaigns had become complex multimedia operations. Influencers, live streams from shows, interactive online experiences.

Year/Period	Breakthrough initiatives
2005	The first online campaigns of luxury brands
2008-2012	The “macluxury” era after the financial crisis
2010	Introducing hashtags in campaigns
2015-2020	Instagram’s dominance in visual strategies

This evolution shows,

2025/2026 Campaign Mechanics – Strategies, Channels, Budgets

Mads Mikkelsen stands on the edge of a Norwegian fjord, the wind whipping his Zegna coat. This wasn’t a random backdrop—the brand knew exactly that the 2025 winter campaign had to tap into natural themes. 4K shots, real locations, no studio. And it worked. Now everyone’s wondering how they pulled it off. The answer lies in the mechanics of winter campaigns, which have completely changed over the past year. Channels aren’t what you think anymore. Social AR is essential—Instagram and TikTok filters let you try on a jacket without leaving your home. Popup retail is booming because people want to feel the fabric before they buy. And gaming? Collaborations with platforms like Roblox and Fortnite open doors to young customers who couldn’t care less about traditional ads. That’s exactly what Zegna focused on. They created a virtual fitting room in a popular game, where players could dress their avatars in the latest collection. It sounds abstract, but the conversion rate was higher than with classic banners. Budgets for the 2025/2026 season range from 10 to 50 million dollars for bigger brands. The split looks roughly like this:

• Content production: 40% of the budget
• Media buying: 35% of the budget
• Influencers and collaborations: 25% of the budget

This is different from previous years, when the media took the lion’s share. Now, content quality is everything. One great creative can spread organically and save millions on paid advertising. Zegna reportedly spent 8 million euros on the entire campaign with Mikkelsen. It sounds like a lot, but when you look at the reach and sales, it makes sense. Most of the budget went into production — a film crew in Norway, a helicopter for aerial shots, 4K post-production. But the result? The campaign sells itself. Measuring success has changed, too. It’s no longer just about reach or impressions.

Index	Goal
Engagement rate	At least 4.2% across all channels
E-commerce sales growth in Q4	+25% year over year
CTR of AR filters	Above 12%
Conversion from popup retail	18-22% of visitors

These numbers aren’t pulled out of thin air. The industry has established standards based on hundreds of campaigns from the past two years. The CTR for AR filters may seem high, but people really do click—especially in the 18-34 age segment. The challenge is that every market has its own specifics. What works globally doesn’t always translate to local conditions. That’s why campaign mechanics need to be flexible and tailored to local shopping habits.

Polish premium market – local brands and consumer specifics

In Poland, winter calls for more than just an ordinary coat. That’s likely why local premium brands put such a strong emphasis on durability and a distinctly regional character in their collections.

Wittchen, Kazar, and La Mania understand just how important cultural codes are here. Their FW2025 campaigns are a true lesson in Polish taste—dominated by warm browns and deep reds that evoke a sense of home comfort. La Mania’s latest collection draws on motifs inspired by local artisanal traditions. Kazar, on the other hand, highlights leathers in shades reminiscent of autumn forests. In 2024, there were 333 M&A transactions in Poland’s premium market—a figure that shows investors are extremely cautious when entering the luxury brand segment. It’s hardly surprising. The Polish premium consumer is a completely different profile than their Western counterpart. They buy things built to withstand our winters—the real ones, with temperatures dropping to minus twenty. They’re not interested in trendy gadgets that fall apart after a season. “Poles buy expensive, but for years to come,” wrote “Puls Biznesu” recently, analyzing behaviors in the luxury market. And it’s true—I talk to people who spend fortunes on watches or coral necklaces, but see them as investments for decades. Interestingly, more and more people are choosing expensive accessories over complete outfits. Maybe it’s a matter of practicality—a good watch goes with everything, and a pearl necklace can be worn for years. FACT OF THE DAY On November 4, 2025, the PKOl/adidas collection will be unveiled—an event that could significantly influence the patriotic mood among premium consumers. Sport in Poland is an emotion that drives sales in unexpected ways. When the national team performs well, people are more likely to reach for local brands. It’s no coincidence that Wittchen sees its biggest sales spikes in the months following our athletes’ successes. “Luxury must have a Polish soul, otherwise it doesn’t work,” commented one owner of a premium jewelry salon in “Rzeczpospolita.” The local market has its own rules. You can’t just transplant Western strategies and expect success. The Polish premium consumer values authenticity, but also needs reassurance that they’re buying something of real worth. That’s why brands are so eager to highlight their heritage and ties to Polish tradition. In a few years, this market will look different. Maybe now is the time to consider whether this local specificity will survive the clash with global challenges. And whether the values guiding Polish premium consumers will prove strong enough in the face of rising expectations for brands’ social responsibility.

Controversies and Sustainability – Ethics vs. Exclusivity

“Luxury brands talk about sustainability, but their practices remain opaque,” says one of the Fashion Revolution experts. And it’s hard to disagree when you look at their 2022 report. The results were truly poor. The biggest fashion houses scored only 23–31% in the supply chain transparency category. Chanel, Louis Vuitton, Hermès—all below average. This means you have no idea where the leather in your tens-of-thousands-worth handbag actually comes from.

Problem	Scale	Source
Lack of supply chain transparency	23-31% of points for luxury brands	Fashion Revolution 2022
CO₂ emissions of the fashion industry	10% of global emissions	well.pl 09.2025
Share of genuine leather	A significant component of the carbon footprint	well.pl 09.2025

These 10% of global CO₂ emissions is a figure that should raise concern. The fashion industry is responsible for more pollution than aviation and shipping combined. And natural leather? It’s one of the most emission-intensive materials in the entire sector. But the worst are the marketing campaigns. You’ve probably seen those winter collection ads with slogans about “eco-friendly leather” or “responsible luxury.” I looked into a few of these cases—it turns out that behind these catchphrases there’s often nothing more than plain greenwashing. One brand advertised handbags made from “environmentally friendly vegan leather.” The problem? The material was just regular petroleum-based plastic. Another company boasted about “natural tanning,” but failed to mention the chromium used in the process. This is exactly the problem with transparency. Industry defenders have their arguments. They talk about the longevity of luxury products—you buy once, you wear it for decades. It’s true; my grandmother still uses a handbag from 40 years ago. They also point to jobs in traditional crafts and cultural heritage. However, the pressure is mounting with every season. Premium consumers are starting to ask about product origins. They no longer want to buy “blindly,” even at high prices. The industry is responding by introducing GOTS certificates and publishing ESG reports. Some fashion houses are beginning to disclose their suppliers and invest in alternative materials. Kering has launched its own platform to track environmental impact. Is it enough? Hard to say. Change is slow, and consumers are becoming ever more demanding. Maybe that’s what will finally push the industry toward real transparency, not just marketing slogans.

The future of winter campaigns – personalization, AI, and the metaverse

Is the luxury industry ready for the technological revolution that’s already knocking at the door? It’s likely that not all players realize just how much the landscape of winter campaigns will change by the end of the decade.

Scenario A: Eco-minimalism Consumers prioritize quality over quantity. Campaigns focus on product durability, limited collections, and authentic craftsmanship. Brands reduce the number of shows, opting for exclusive experiences for a select audience. Scenario B: Hyper-opulence A return to maximalism and extravagance. Campaigns burst with visual richness, gold, faux furs, and spectacular shows. Technology is used to create increasingly fantastic experiences. Regardless of which scenario unfolds, artificial intelligence will be the backbone of future campaigns. Forecasts indicate that by 2030, as many as (80%) of campaigns will generate dynamic ad versions tailored to individual recipients.

1. Hyper-personalized video content – algorithms will change the colors of clothing, models, and backgrounds in ads in real time
2. Predictive styling systems – AI will forecast trends based on social media data
3. Algorithm-managed virtual influencers – complete control over brand image

Metaverse is no longer science fiction. Gucci Vault has shown the way—virtual fashion shows where you can buy NFT clothing for thousands of dollars. By 2028, every major brand will have its own virtual headquarters. Imagine a winter campaign where you become the main character. You try on a fur coat in a virtual Alpine setting, then purchase its digital version for your avatar. Sounds strange? In five years, this will be the norm. But the real transformation is happening in the beauty sector. Cosmetic lines add an average of 25% revenue to traditional fashion houses. Winter campaigns will blend clothing and cosmetics into cohesive lifestyle narratives. Louis Vuitton is already testing augmented reality for virtual makeup. Chanel is investing in AI-powered skin analysis. This is just the beginning. Yet the most fascinating technologies are the ones no one is talking about yet. Haptic suits that let you feel fabric textures over the internet. Emotion recognition systems that tailor campaigns to your mood. Blockchain verifying the authenticity of every product. The industry faces a choice: stick with traditional methods or leap into a technological future. Those who hesitate may be left behind for good. Are you preparing for this revolution? It’s time to start watching not only fashion trends, but also technology trends.

What’s next? Your place in the icy world of luxury

Winter luxury is more than just a seasonal trend. It’s a laboratory of the future, already revealing what the market will look like in a few years.

If you work in this industry—whether as a designer, investor, or marketer—you now have the opportunity to put these insights to use. Don’t wait until next winter.

Lesson
Winter luxury campaigns focus on emotions, not the product – storytelling sells better than specifications.
AR and VR technology is no longer just a gadget—it’s now a sales tool that delivers real profits.
Young customers expect brand authenticity; empty slogans about exclusivity are no longer enough.
Supply chains have become part of storytelling – transparency is the new luxury.
Personalization has reached a level where every customer can enjoy a unique shopping experience.

And what about the future? By 2030, three key skills will matter most. The first is understanding behavioral data—you need to know why the client makes decisions, not just what they buy. The second is the ability to craft cross-platform narratives—the same story has to work in the boutique, the app, and on social media. The third? Familiarity with immersive technologies—knowing Photoshop alone won’t cut it anymore.

Winter luxury campaigns are a window into what’s coming next. You can either watch passively or use this insight to start building your position today. The icy world of luxury rewards those who act first—not those who wait for the perfect moment.