If 2025 was a yr for vogue entrepreneurs to check and study, then 2026 is the time to place these classes into observe.
Last yr noticed entrepreneurs push boundaries in hopes of nabbing consideration in a saturated market in addition to experiment with synthetic intelligence. Both ways have been met with blended responses, courting accolades (Gap’s viral Katseye advert, manufacturers working with OnlyFans stars) and controversy (American Eagle’s much-discussed “Great Jeans” advert starring Sydney Sweeney and Valentino’s AI-generated advert that was described as “disturbing”).
Described by WGSN head of client forecasting Cassandra Napoli because the “year of great exhaustion,” manufacturers ought to head into 2026 with a renewed deal with what she calls “slow advertising.” In observe, that appears like discovering alternatives for in-person connection, placing an emotional chord with consumers by means of leisure and retaining a human contact — even in the age of AI.
Of course, as long as the struggle for client eyeballs stays cutthroat, manufacturers will proceed to push inventive limits. But to take action successfully, they are going to must be extra intentional about how they get clients to cease and listen, whether or not by means of satirical mini-series, giving staff the reins to supply off-the-cuff content material or staging in-person occasions in surprising areas.
“Brands have to essentially play both ends of the coin,” mentioned Napoli. “They have to entertain, but they also have to be super intentional and deliberate with their communications around serious topics.”
Below, BoF breaks down the 5 themes that may outline vogue advertising and marketing in 2026.
Humanity in the Age of AI
In 2025, vogue entrepreneurs rushed to mess around with know-how’s shiny new toy — AI. But the vast majority of these efforts confronted client backlash, highlighting simply how vital the human contact is when speaking with shoppers.
Some are even utilizing AI itself to underscore this very level. Luxury gymnasium chain Equinox, for instance, kicked off the brand new yr with a marketing campaign titled “Question Everything But Yourself,” the place it positions outlandish AI-generated imagery (assume former Canadian prime minister Justin Trudeau pole dancing) alongside actual images of gym-goers meant for example “human potential,” in accordance with the corporate’s chief advertising and marketing and digital officer, Bindu Shah.
Simple ideas rooted in emotion, in the meantime, received reward: Moncler was lauded for its black-and-white, friendship-focused advert that includes Al Pacino and Robert De Niro in October. Jacquemus additionally paired heartstrings with humour in a marketing campaign for its “Valérie” bag that includes “The White Lotus” star Charlotte Le Bon appearing out playful but intimate scenes impressed by the designer’s late mom, making humorous faces whereas doing her make-up and doodling throughout a cellphone name.
“[You need] a psychological anchor in the face of AI,” mentioned media group Orchestra’s chief model officer, Lisa Bubbers. “People really want to feel that things are very human and very emotionally driven.”
While AI will certainly persist in advertising and marketing to a point, any use ought to be clearly recognized and serve a goal. Reddit’s head of product insights, Lore Oxford, pointed to J.Crew’s use of AI to recreate what appeared like its personal classic catalogues with out initially disclosing using the know-how, which she mentioned robbed the sense of authenticity it was aiming for. Italian label Fiorucci, alternatively, labored with AI artist Black Elephant to supply surreal imagery of its Love Boots as a phone and because the toes of an armchair; the photographs have been well-received for his or her playfulness and creativity.
The Evolution of Entertainment-as-Marketing
More manufacturers are more likely to double down on the 2025 pattern of utilizing entertainment-led content material, from humorous spots to scripted mini-series in their advertising and marketing. Doing so helps manufacturers deliver some levity to shoppers’ lives, significantly as they search for a break from the endless information cycle. WGSN predicts that “unserious everything” will probably be a macro pattern for 2026.
Humour and satire, nevertheless, aren’t for each model. Alexis Bittar, founding father of his namesake jewelry label, launched a social media mini-series poking enjoyable on the luxurious business. He mentioned that in doing so, manufacturers must be considerate about who their buyer is.
“Comedy is tricky, because it’s a fine line to make people laugh and then be like, oh, yeah, I’m gonna spend $400 on that,” mentioned Bittar.
Humour ought to be juxtaposed with different types of storytelling. WGSN’s Napoli highlighted Loewe, which frequently strikes a stability between play and intentionality through the use of humour the place it’s finest suited, like in short-form movies on TikTok, whereas concurrently speaking its craftsmanship and luxurious enchantment throughout different touchpoints, from its Tokyo retailer designed to resemble “an art collector’s home” to social media content material breaking down how a Flamenco clutch is made.
Brands Continue to Test Limits
Taking “big creative swings” is critical in right now’s consideration financial system. Even some backlash is appropriate, as long as the advertising and marketing effort is aligned with the model’s ethos, mentioned Orchestra’s Bubbers, and the workforce understands any potential dangers forward of time.
“Maybe it’s not bad to cause controversy, but you at least want to know if that’s the risk you’re taking, and then be prepared for both the upside and the downside,” she mentioned.
Alexis Bittar, for instance, continued its streak of comedic episodes with a brand new collection titled “The Sexecutions of Amanda Gates.” Inspired by true crime collection, the present is designed to get viewers speculating about whether or not its star is a vigilante or serial killer in the feedback part.
“I have gotten comfortable with the fact that I am going to turn people off,” mentioned Bittar.
Online and Offline Get Closer
As shoppers hunt down extra alternatives for human connection, offline experiences have gotten a bigger focus for manufacturers.
But in 2026, this received’t simply be restricted to activations in main cities, or influencer journeys that clients expertise secondhand. Instead, manufacturers are beginning to have interaction completely different pockets of their communities IRL with moments like faculty campus pop-ups, sports activities sponsorships and golf equipment.
Womenswear model Guizio, as an illustration, whose major buyer base is aged 16-26, staged a pop-up on the University of Wisconsin final yr. Nearly all the 2000 friends that attended made a purchase order. The model has plans for the same activation on the University of Michigan this yr.
“It’s getting that real customer in real life,” mentioned Guizio’s chief advertising and marketing officer, Mark Shami. “That’s where we’re starting to win.”
E.l.f. Beauty, equally, is working to activate in what its chief built-in advertising and marketing officer, Patrick O’Keefe, referred to as “beauty deserts.” In December, as an illustration, it sponsored the Wonder Women of Wrestling Foundation’s Varsity Girls Wrestling Tournament in Columbia, Missouri to attach with and study from a demographic it hardly ever will get to work together with “outside of DMs,” mentioned O’Keefe.
The model additionally connects on-line and offline moments. For a partnership with race automotive driver Katherine Legge at Nascar’s Coca-Cola 600 race, it constructed out a parallel Roblox expertise paired with a Twitch livestream.
New Creator Power Dynamics
Influencers are more and more vital in the style advertising and marketing ecosystem — a reality they themselves perceive higher than ever. With that, they’re being choosier not solely in relation to what manufacturers they’re partnering with, but additionally the shape they take, with extra choosing product collaborationsincomes affiliate revenue on gifted product and even appearing as model consultants.
Brands are additionally trying past the basic influencer. Guizio provides its retailer staff free rein to supply off-the-cuff content material, profiting from their inherent understanding of the model’s buyer base.
“They’re selling the product daily to our customers,” mentioned Shami. “Why even go ship out products to all these people we don’t know?”
Creators themselves are additionally being extra proactive about connecting with and rising their very own audiences, internet hosting occasions like dinners and exercise courses or providing particular perks. Wendy Nguyen of Wendy’s Lookbook, for instance, hosts a password-protected closet sale for her most loyal followers, for which the password adjustments weekly, in accordance with Napoli.
“We’re going to bring the social back to social media,” mentioned Idalia Salsamendi, founding father of creator consultancy Idalia Inc.