The 5 best Holiday capsules of 2023 From the alpine cabins of Bally to Emma Corrin in Miu Miu

Holiday campaigns have now become a must-have of the Christmas season. They have perhaps the most difficult assignment of all other annual campaigns: they must tell the magic of Christmas. If once all that was needed was a fir tree adorned with lights, a lit fireplace and a snowy landscape beyond the window, today brands want to speak to their audiences beyond the imagery of Christmas in the narrow sense and also appeal to those who do not celebrate it. This is why we talk about winter holidays or, indeed, Holidays - but this new willingness to include audiences around the world, becomes a stimulating creative challenge that expands the boundaries of a language and imagery otherwise very limited to the usual kit of garlands, lodges and reindeer. And so this year's campaigns celebrate different facets of a wide but no less festive world. 

Here are which ones are the most interesting this year.

1. Missoni

That of Miu Miu and the "Private Wishes" campaign is truly a dreamy Christmas: Emma Corrin, dressed in cream and silver colors, languishing in an abstract, almost metaphysical upper-class home that cannot help but remind one of Romy Schneider from Luchino Visconti's Il Lavoro. And while the cream tones that reign unquestioned and Corrin's vaguely bored air nicely convey the opulence and coziness of the holiday season, it is Miu Miu's Holiday Selection of products that makes one dream. In fact, without having created an actual capsule, the brand has unveiled its collaborations with Marshall and Polaroid this year, produced along with lifestyle accessories such as water bottles, woven wool hot water bags, cashmere and shearling slippers, pillows, and cream-colored blankets. A true winter wonderland.