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Brand
Saint Laurent
Project'Shades of Summer' 2025 Ad Campaign
Model holding up a large Saint Laurent logo scarf with sailboats visible in the background waters of South of France.

Saint Laurent 'Shades of Summer' 2025 Ad Campaign 2025

Associated creatives

Anthony Vaccarello
Anthony VaccarelloSaint Laurent Creative Director
Henrik Purienne
Henrik PuriennePhotographer/Director
Frankie Rayder
Frankie RayderModels
Erin Wasson
Erin WassonModels
and Jenn Du Puy
and Jenn Du PuyModels
Lukas Tralmer
Lukas TralmerHair
Lauren Bos
Lauren BosMakeup
Samuel Ellis Scheinman
Samuel Ellis ScheinmanCasting Director
South of France
South of FranceLocation

Tags

model holding scarfmodelscarfsaint laurent scarfwoman holding scarfwoman

Description

This image from the Saint Laurent 'Shades of Summer' 2025 ad campaign was photographed by Henrik Purienne in the South of France. A model holds up a large, patterned scarf bearing the Saint Laurent monogram against an outdoor coastal background featuring distant boats on the water. The composition captures a warm, natural lighting style with visible skin tattoos and subtle fabric textures. Creative direction is led by Anthony Vaccarello.

Style

Editorial, Vertical, Warm, Golden Hour

Techniques

Analogue / film, Natural light

Industries

Luxury Fashion Houses

Color

Beige (60%)
Jet Black (40%)

Background

Ocean

Context

Advertising Campaign