Fashion’s latest campaigns have one thing in common: star power is back in a big way.
As the new season begins, some of the industry’s biggest names are turning to actors, musicians and cultural figures to bring their campaigns to life. From Ariana Grande’s latest turn for Swarovski to Theo James stepping into his new role at GANT, Tate McRae dancing for Calvin Klein and K-pop powerhouse Changbin taking his collaboration with Autry into the design studio, celebrity-fronted fashion is having a particularly busy moment.
And these aren’t simply famous faces standing in front of a camera. This new wave of campaigns feels increasingly personal, with individual style, creative identity and cultural influence becoming just as important as the clothes themselves.
Here are the celebrity fashion campaigns making headlines right now.
Ariana Grande Brings Her Star Power to Swarovski Classica
Ariana Grande is bringing her unmistakable pop-star energy to Swarovski as the face of the jewellery house’s new Swarovski Classica campaign.
Designed by Swarovski Global Creative Director Giovanna Engelbert, the 29-piece collection takes inspiration from the organic elegance of the calla lily. Crafted in recycled sterling silver with injections of 18K gold finishing and illuminated by Swarovski Zirconia, Classica includes pendants, bracelets, rings and earrings designed for everyday elegance.
Photographed by longtime collaborators Mert and Marcus, the campaign sees Grande showcase the collection’s fluid silhouettes and mix-and-match appeal, marking another glamorous chapter in her role as Swarovski’s Global Brand Ambassador.
Theo James Becomes GANT’s New Global Face
Theo James is entering the world of American sportswear as GANT‘s new Global Brand Ambassador.
Launching with the brand’s Autumn/Winter 2026 campaign, the British actor was photographed in Tribeca, New York, bringing his understated and polished personal style to GANT’s heritage-driven vision of modern American dressing.
The campaign draws inspiration from 1990s New York, combining elevated outerwear and tailoring with the relaxed attitude that has long defined American sportswear. Rich textures and confident layering give the collection a sense of nostalgia without feeling like a costume.
James’s appointment feels particularly fitting for the brand. His personal style has increasingly become part of his public appeal, balancing classic tailoring with an ease that mirrors GANT’s own approach to timeless wardrobe staples.
The Autumn/Winter 2026 campaign launches globally across digital, social, retail and out-of-home channels.
Tate McRae Finds the Perfect Fit at Calvin Klein
Few things are more synonymous with celebrity fashion campaigns than Calvin Klein denim, and for Autumn 2026, the brand has called on pop sensation Tate McRae.
McRae fronts the first chapter of Calvin Klein’s new “Feel the Fit” denim campaign, bringing her signature movement and performance energy to the brand’s latest collection. The campaign explores that instant confidence that comes from finding the perfect pair of jeans, with McRae transforming everyday settings through movement and dance.
The campaign also taps into Calvin Klein’s famous 1990s energy, reinterpreting it through McRae’s distinctly contemporary performance style.
For Autumn 2026, the denim offering includes new Low Rise Baggy and High Rise Loose styles, alongside the return of the iconic 90s Straight Jean.
It is another example of Calvin Klein’s ability to make denim feel like part of pop culture rather than simply another wardrobe essential.
Iris Law and Amelia Gray Become DKNY’s New York It Girls
Over at DKNY, the spotlight is shared.
The brand’s Autumn 2026 campaign brings together Iris Law and Amelia Gray, two of fashion’s most recognisable young faces, for a celebration of New York energy, individuality and personal style.
Photographed by Mikael Jansson with creative direction from Trey Laird, the campaign plays with the idea of dressing alike while looking completely different. In one image, the pair wear the same pinstriped minidress; in another, they take on the same faux-fur animal-print coat, proving that one look can take on entirely different personalities depending on who is wearing it.
The Autumn 2026 collection continues DKNY’s long relationship with New York dressing, mixing tailoring, sporty silhouettes, denim and statement outerwear. Iris brings a downtown attitude, while Amelia offers a sharper, more minimalist edge.
Together, they create exactly the kind of fashion chemistry a campaign needs: the same wardrobe, two completely different personalities.
The collection launches globally from 1st September, 2026.
Changbin Takes His Fashion Partnership Beyond the Campaign
Changbin’s relationship with Autry goes one step further than simply fronting the latest images.
The Stray Kids star, who became Autry’s first Global Brand Ambassador, has co-designed an exclusive CHANGBIN X AUTRY capsule collection, merging the footwear brand’s heritage with his own visual universe and the energy of global K-pop culture.
At the centre of the collection are reinterpretations of Autry’s Medalist and Hyperway sneakers, alongside ready-to-wear essentials including oversized hoodies, T-shirts, a baseball cap and socks.
Changbin’s signature DWAEKKI motif appears throughout the collection, accompanied by a bespoke version of the Autry logo personally reimagined by the artist. Pink accents, his signature colour, add another recognisable element to the designs.
The campaign was shot across Autry’s Venetian surroundings and explores the meeting point between Italian design heritage and K-pop culture. Meanwhile, launch events in Seoul and Tokyo mark the collection’s arrival with immersive experiences inspired by Changbin’s creative world.
The Celebrity Campaign Is Becoming Something Bigger
What connects these campaigns is that celebrity involvement in fashion is becoming increasingly difficult to separate from the creative identity of the collection itself.
Ariana Grande brings her established relationship with Swarovski into a new jewellery chapter. Theo James lends GANT a particular kind of modern, understated masculinity. Tate McRae turns Calvin Klein denim into movement and performance. Iris Law and Amelia Gray bring their contrasting personal aesthetics to DKNY’s New York wardrobe.
And Changbin? He has gone one step further, turning his own symbols, colours and creative identity into the product itself.
The days of simply hiring a famous face and putting them in a campaign may not be entirely over. But fashion’s latest celebrity collaborations suggest that the most interesting partnerships are now asking for something more: personality, point of view and a world that audiences already want to enter.
And judging by the start of the season, the stars are more than ready to take fashion with them.
