No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style.

No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style.

      (Image credit: Courtesy of Kurt Geiger) Fashion often draws on nostalgia. With retro shapes and vintage-inspired looks, the allure of past decades continues to influence current trends. At first glance, it may appear to be a revival of the past, but upon closer inspection, there's an unmistakable feeling of liberation in capturing the sunlit essence of classic Americana. For its High Summer 2025 campaign, Kurt Geiger embodies this effortless charm with a transatlantic infusion. Originating from the relaxation of summer days and road trips along Route 66 in the 1970s, the London-based brand heads to the U.S., setting its latest narrative against the golden radiance of Palm Springs. Leading the campaign is American model Emily Ratajkowski, who adds her distinctive allure to the sun-kissed desert scenery.

      The collection pays vibrant tribute to vintage Americana—imagery evokes rainbow fringes, plush suede, and boldly printed denim bags reminiscent of a fabulously stylish great-aunt's Technicolor wardrobe. Featuring playful bag charms, towering platform heels, and Kurt Geiger's signature style, the capsule joyfully reinterprets mid-century chic. As the temperatures rise, we caught up with Ratajkowski, a long-time muse of the brand, to discuss her favorite items, the essence of the campaign, and the vintage fashion she's bringing along on her summer travels.

      What was your experience like stepping into that trendy, retro road-trip atmosphere for the Kurt Geiger shoot? Did it evoke any memorable vintage experiences or travel stories?

      Growing up in San Diego, going out to the desert was a regular part of my youth. It was a lot of fun to engage in that experience in a much more stylish, adult manner for Kurt Geiger.

      If you could only take one item from this campaign on a cross-country summer road trip, which would it be and why? Are you leaning towards functionality or a style statement?

      I really love the massive platform shoes. While they are certainly not practical, there's something fabulously fun and feminine about wearing heels by a pool.

      With sequins, fringes, rainbow tassels, and vibrant prints—how do you wear these striking pieces in daily life without overdoing it?

      For me, it’s always about channeling the classic Coco Chanel advice of taking one accessory off before leaving home. But I say embrace it! It’s summer!

      Many nostalgic, free-spirited styles from the '70s are currently in vogue. What’s one retro trend you’re excited about and what’s one you’re opting out of this summer?

      I'm definitely skipping any fringe or feather styles, and I also plan to leave behind most high-waisted pants. However, I’m really into the color schemes! Bright, contrasting colors along with an array of materials excite me. And right now, I’m loving big earrings.

      What does donning Kurt Geiger's accessories do for you, especially regarding confidence and embracing life's journeys?

      I think we often become overly serious about fashion and shy away from taking risks. I appreciate that Kurt Geiger inspires us all to embrace bold choices.

      If you could create your own ideal road trip inspired by this KG campaign, where would you go?

      I've never done a cross-country road trip and have always wanted to! … Although I’ve lived in New York for most of my life now, I’ll always be a California girl at heart. There’s nothing quite like jumping in the car and driving to Mexico for a weekend. It’s been years, but I adore the Valle de Guadalupe. It’s a stunning wine country with fantastic food.

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No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style. No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style.

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No disrespect to the '60s and '80s, but EmRata just declared this decade's signature cool summer style.

Fringe tassels! Suede! EmRata embraced the top fashion trends of the '70s in Kurt Geiger's latest high summer 2025 campaign.