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Project'Shades of Summer' 2025 Ad Campaign
Model wearing a woven straw shoulder bag with chain straps outdoors against a natural green background

'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

woven straw shoulder bagstraw shoulder bagshoulder bagwoven bagysl baggold chain strap bag

Description

This campaign image for Saint Laurent's 'Shades of Summer' 2025 project, photographed by Henrik Purienne, captures a model outdoors against a soft natural background. The model wears a prominent woven straw shoulder bag featuring gold-toned chain straps and the signature YSL hardware emblem. The warm, sun-drenched lighting and muted color palette evoke an effortless seasonal mood. Styled with natural hair and minimal makeup, the portrait highlights luxury accessories within an editorial framework.

Style

Editorial, Vertical, Warm, Golden Hour

Techniques

Analogue / film, Natural light

Industries

Bags & Accessories

Color

Beige (60%)
Gold (40%)

Background

Forest

Context

Advertising Campaign