Saint Laurent

Jul 2025

The Shades of Summer 2025 ad campaign for Saint Laurent elegantly captures the languid, sun-drenched essence of a Mediterranean escape in the South of France. Under the creative direction of Anthony Vaccarello, the campaign leans into a sophisticated, minimalist luxury narrative that feels both timeless and raw. Photographed and directed by Henrik Purienne, the visual storytelling relies heavily on an analogue 35mm film aesthetic, employing high-contrast chiaroscuro lighting and a grainy texture that imbues the collection with a nostalgic, cinematic atmosphere. Featuring models Frankie Rayder, Erin Wasson, and Jenn Du Puy, the imagery artfully juxtaposes the polished, metallic glint of iconic YSL branding—from quilted vanity bags to ornate gold chain belts—against the natural, tactile environments of rugged coastal landscapes and pristine swimming pools. By favoring natural light and candid, lifestyle-focused compositions, the campaign channels a sense of deliberate, effortless leisure. Expert contributions from hair stylist Lukas Tralmer and makeup artist Lauren Bos enhance the ethereal, sun-kissed look, while casting director Samuel Ellis Scheinman ensures a cohesive, high-fashion energy across every frame. Ultimately, the project excels as a masterclass in editorial minimalism, where the focus remains steadfast on the interplay between high-end accessories and the serene, textured backdrop of a summer retreat.

Lifestyle, Editorial

Natural light

Luxury Fashion Houses, Fashion