No Hate to the ’60s and ’80s, But EmRata Just Called The Decade Defining Cool Summer Style

Fashion is not any stranger to nostalgia. From unfashionable silhouettes to vintage-inspired aesthetics, the glamour of bygone eras continues to form nowadays’s pattern cycle. At first look, it could appear to be a revival of the acquainted—however glance nearer, and there’s an unmistakable sense of freedom in embracing the sun-soaked spirit of vintage Americana.For its High Summer 2025 marketing campaign, Kurt Geiger channels this easy appeal with a transatlantic twist. Drawing inspiration from languid summer time days and highway journeys alongside Route 66 within the 1970s, the London-based logo heads stateside, atmosphere its newest tale in opposition to the golden glow of Palm Springs. Fronting the marketing campaign is none rather than American fashion Emily Ratajkowski, who brings her signature attract to the sun-drenched desolate tract backdrop.

The assortment is a colourful homage to classic Americana—assume rainbow fringe, wealthy suede, and boldly published denim baggage that really feel as although they’ve been plucked from the technicolor dresser of a fabulously fashionable great-aunt. With playful bag charms, towering platform heels, and Kurt Geiger’s unmistakable aptitude, the pill is a comfortable reimagining of mid-century cool. As the season heats up, we stuck up with Ratajkowski—an established muse of the logo—to speak thru her favourite items, the spirit at the back of the marketing campaign, and the classic type she’s taking together with her at the highway this summer time.

Emily, what was once it like moving into that cool, unfashionable highway shuttle vibe for the Kurt Geiger shoot? Did it deliver again any a laugh classic reminiscences or shuttle moments?