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Top 10 Campaign in Fashion & Apparel · October 2026
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Top 10 Campaign
Fashion & Apparel · October 2026

Wild Horses

PR Campaign
Thursday 22nd October, 2026

Stella McCartney cast Kylie Jenner alongside a horse for “Wild Horses”, a short film directed by Gia Coppola and a set of campaign images shot on the beach. The unexpected pairing puts a high-glamour celebrity in a natural setting, while drawing attention to the brand’s connection to horses and animal welfare.

Why it worked: It hijacked a hot news cycle by pairing Kylie’s post–Victoria’s Secret buzz with a counter-image—glam icon humbled beside a horse—framed by Gia Coppola’s film-credit news hook.

The lesson: Consider timing your pitch to ride a subject’s fresh headline, then flip their persona with a striking, values-backed visual contradiction.

Stella McCartney
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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