Saint Laurent

May 2025

The Saint Laurent Summer 2025 ad campaign serves as a masterclass in editorial minimalism, stripping back the noise to focus entirely on the architectural precision of the collection. Under the creative direction of Anthony Vaccarello, the imagery channels a stark, high-fashion aesthetic that leans into the house's storied history of sharp tailoring and sophisticated gender-fluidity. Captured through the lens of photographer Mark Kean, the series utilizes studio strobe lighting to emphasize the rich textures of leather, silk, and gold hardware against a muted, neutral grey backdrop. This commercial project moves away from chaotic environmental storytelling, favoring instead a rigorous, focused portraiture approach that highlights the interplay between oversized silhouettes and delicate details, such as rolled cuffs and polished bangles. The casting, overseen by Samuel Ellis Scheinman, features a diverse ensemble including Ajus Samuel, Apolline Rocco Fohrer, Noor Khan, and Tanya Churbanova, each bringing a stoic, direct gaze that anchors the collection in the present moment. By harmonizing the crisp lines of the garments with the cinematic stillness of the studio setting, the campaign successfully elevates the Summer 2025 offerings into a cohesive visual statement. This work reinforces the brand's identity as a leader in the luxury fashion industry, utilizing a clean, purposeful execution to ensure the integrity of every stitch and pattern remains the primary focus for the viewer.

Editorial, Vertical

Studio strobe

Luxury Fashion Houses, Fashion