No Hate to the '60s and '80s, But EmRata Just Called The Decade Defining Cool Summer Style
Fashion is no stranger to nostalgia. From retro silhouettes to vintage-inspired aesthetics, the glamour of bygone eras continues to shape today’s trend cycle. At first glance, it might seem like a revival of the familiar—but look closer, and there’s an unmistakable sense of freedom in embracing the sun-soaked spirit of classic Americana.For its High Summer 2025 campaign, Kurt Geiger channels this effortless charm with a transatlantic twist. Drawing inspiration from languid summer days and road trips along Route 66 in the 1970s, the London-based brand heads stateside, setting its latest story against the golden glow of Palm Springs. Fronting the campaign is none other than American model Emily Ratajkowski, who brings her signature allure to the sun-drenched desert backdrop.
The collection is a vibrant homage to vintage Americana—think rainbow fringe, rich suede, and boldly printed denim bags that feel as though they’ve been plucked from the technicolor wardrobe of a fabulously stylish great-aunt. With playful bag charms, towering platform heels, and Kurt Geiger’s unmistakable flair, the capsule is a joyful reimagining of mid-century cool. As the season heats up, we caught up with Ratajkowski—a longtime muse of the brand—to talk through her favorite pieces, the spirit behind the campaign, and the vintage fashion she’s taking with her on the road this summer.
Emily, what was it like stepping into that cool, retro road trip vibe for the Kurt Geiger shoot? Did it bring back any fun vintage memories or travel moments?
I grew up in San Diego and driving out to the desert was a regular part of my adolescence. It was very fun to get to do it in a much more chicer, grown up way for Kurt Geiger.
If you could only pack one item from this campaign to bring with you on a cross-country summer road trip, which would it be and why? Are you going for something more functional or something that's more of a style statement?
I’m very into the massive platforms... absolutely not functional but I think there is something very fabulous, fun and feminine about a heel by a pool.
Sequins, fringe, rainbow tassels, and bold prints—how do you balance rocking these bold pieces in everyday life without going over the top?
