El Corte Inglés presents its autumn-winter 2026 collection with Adriana Lima as the protagonist, continuing the relationship with the Brazilian supermodel after she was already the image of its spring campaign this year.
Under the claim “Autumn is back. Fashion is back”, the company presents the campaign around the return of fashion to the city and uses the filming itself as a setting. The proposal shows both what happens in front of the camera and the work of the team behind it, incorporating the production process and the creation of the images into the narrative of the advertisement.
El Corte Inglés’ autumn advertisement is directed by Álvaro Colom, who returns to lead the company’s autumn communication after also directing the 2025 campaign, then starring Alessandra Ambrosio, Candice Swanepoel and Jon Kortajarena.
On this occasion, El Corte Inglés focuses the spotlight on Adriana Lima to present the garments from the collection. Photography is by David Gómez Maestre. Among the proposals that appear are jacket suits from Woman, sequin dresses from Woman Fiesta, leather garments from Woman Limited, accessories from Latouche and looks from Tintoretto.
The campaign also uses one of the elements that have characterized the company’s recent fashion communication: a recognizable international song that accompanies the journey through the new collection. The chosen song is “Unbelievable”, the hit by the British band EMF originally released in 1990.
Adriana Lima repeats as the image of El Corte Inglés
The campaign represents a new collaboration between Adriana Lima and El Corte Inglés. The model had already starred in the spring 2026 ad, although then she shared the screen with flamenco guitarist Yerai Cortés.
That proposal marked a change compared to previous campaigns. El Corte Inglés opted for minimalist settings, monochromatic backgrounds, flowers and local references, accompanied by Cortés’ guitar and his song “Lirili”.
The fall campaign now returns Lima to the center of the company’s fashion communication, but changes the musical register again with the choice of “Unbelievable.” The visual approach also changes: compared to the sets built for the spring campaign, the new piece shows the filming and makes the cameras, operators and production team part of the aesthetics of the advertisement.
The presence of big names in fashion has remained one of the recognizable elements of the latest seasonal campaigns of El Corte Inglés. For fall 2025, the company brought together Alessandra Ambrosio, Candice Swanepoel and Jon Kortajarena in Lisbon, where the streets functioned as an urban catwalk to the rhythm of “River” by Miley Cyrus.
Continuity is also found behind the camera. Álvaro Colom is once again in charge of directing the fall advertisement for El Corte Inglés. The director has a career linked especially to fashion and luxury and has worked on campaigns and content for international brands. In the new El Corte Inglés campaign he shares the main creative credits with the photographer David Gómez Maestre.
The campaign is also launched coinciding with the incorporation of El Corte Inglés as Official Sponsor of Mercedes-Benz Fashion Week Madrid. The company thus links the premiere of its autumn proposal with one of the main events in Spanish fashion and will reinforce that presence with the celebration, this September 18, of the Closing Party of fashion week at the Reina Sofía Museum. The meeting will begin with the presentation of different recognitions of this edition, including the Mercedes-Benz Award for Best Collection, the NARS Best Make Up Vision Award and the El Corte Inglés Award for Best Model.
With the fall collection, El Corte Inglés maintains some of the codes that it has been using to communicate its fashion proposals: international figures, a very visual production and recognizable songs, while consolidating Adriana Lima as the image of the company.
