Forget the glossy still life of a handbag against a white backdrop. In 2025, fashion’s most powerful campaigns look more like cinema than catalogues. Gucci releases multi-episode films directed by auteurs. Chanel treats its perfumes and ready-to-wear like characters in a movie. Loewe creates intimate portraits of makers and communities. Fashion no longer sells “just clothes.” It sells worlds, stories, and identities you can step into.

When Vogue's September issue landed in 2012, it was a literal doorstop. 916 pages with Lady Gaga on the cover, the heft of glossy paper echoing the weight of cultural power. Thirteen years later, the September story looks entirely different. Emma Stone fronts the 2025 package, but the magazine is no longer bound to page count. Instead, it is built around a couture-inspired capsule by Nicolas Ghesquière, photographed by Jamie Hawkesworth, and extended into films, podcasts, and behind-the-scenes reels. The September issue still exists, but its power is no longer measured by how high it stacks on the coffee table.

The summer sun beats down on a packed Wimbledon and US Open crowd. Crisp whites glimmer on the court as players serve with precise elegance, while fashion editors discreetly note the audience’s outfits. Straw hats, pleated skirts, and pastel dresses float among the spectators, mingling tradition with modern flair. But beyond the matches, a question lingers: how did tennis, a sport steeped in etiquette and history, transform into a significant force in seasonal fashion? From Serena Williams’ bold statement ensembles with Puma to Rafael Nadal’s sleek Nike collaborations, the sport has become a stage for athletic performance and sartorial influence. Tennis courts are now as much about looks as they are about points, inspiring collections that crossover into everyday wardrobes.