Fashion brands usually choose some of the most recognisable faces for big campaigns – but not Ralph Lauren. Instead, its first video campaign stars a fictional character.

This marks Ralph Lauren's first-ever animated short film, telling the tale of a charming, well-dressed bear on a mission to recover stolen art.

The adventure sweeps viewers through moonlit galleries, bustling city streets, and a polo match on the grounds of a private estate.

Well known within fashion circles, the Polo Bear rivals even the Polo Pony as a brand symbol – evolving from style icon to digital pioneer and storyteller.

It reflects how the industry has been forced to move beyond traditional campaigns.

A celebrity posing alongside the latest collections is sometimes no longer enough to cut through the noise. Consumers are constantly bombarded with visuals, and attention spans have grown shorter.

Read more: 'Self-confident, strong, charismatic': Heidi Klum stuns in Aigner fashion edit

To stand out, even the most recognisable fashion houses are pushing the boundaries of storytelling. They are leaning on unexpected narratives, immersive experiences and unconventional characters to spark conversation.

Even when brands still use models, the campaigns are no longer just glossy fashion spreads; they are often paired with behind-the-scenes documentaries, interactive livestreams or even podcasts.

Whether it’s a bear retrieving stolen art or a celebrity taking on an unexpected role, these departures from the norm remind audiences that fashion is as much about imagination as it is about clothes.