Saint Laurent

Oct 2024

For the Saint Laurent Summer 2025 ad campaign, creative director Anthony Vaccarello pivots toward an exploration of structured tailoring and raw, architectural tension. Captured by photographer Mark Kean, the collection frames luxury fashion through an editorial lens that balances sharp, double-breasted suits with delicate ruffles and metallic textures. The campaign, which leans into the house's signature minimalist aesthetic, utilizes a deliberate mix of studio strobe lighting to emphasize silhouette and natural light to reveal the nuanced grain of wool and lace. By juxtaposing stark, industrial concrete backgrounds with the deliberate placement of translucent fabric-draped furniture, the imagery creates a tactile, constructed environment that highlights the sophistication of the garments. The ensemble cast, featuring models like Bella Hadid and Awar Odhiang, adopts a neutral, composed presence that draws focus to the intricacies of the styling—specifically the recurring motif of chunky gold-toned bracelets and dark, patterned neckties. With hair by Duffy and makeup by Pat McGrath, the creative execution achieves a cohesive, high-fashion narrative that feels both timeless and aggressively modern. This latest outing continues the brand’s tradition of sharp, commercial, and portrait-driven work, reinforcing Saint Laurent’s commitment to architectural precision while inviting viewers into a world where industrial grit meets impeccably tailored elegance.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion