Saint Laurent

Aug 2024

For the Saint Laurent Tan Lines Summer 2024 ad campaign, creative director Anthony Vaccarello orchestrates a masterclass in luxury fashion house branding, seamlessly blending the high-octane allure of the runway with the languid, sun-drenched intimacy of an idle summer. Captured through the lens of photographer Purienne, the imagery leans heavily into editorial minimalism and cinematic storytelling, relying on the raw authenticity of analogue 35mm film to ground the collection in a nostalgic, tactile reality. The campaign utilizes natural light to heighten the contrast between the plush textures of fur and the streamlined silhouettes of swimsuits, moving between moody, low-key chiaroscuro interiors and expansive, sun-bleached outdoor courtyards. With model Anja Rubik front and center, the project navigates an unexpected visual narrative—most notably featuring a quilted YSL clutch repurposed to carry French fries—which effectively dismantles the stiffness typically associated with luxury fashion. The presence of set designer Heath Mattioli is felt in the deliberate curation of rustic stone backdrops and lush foliage, while the expert grooming by hair stylist Dale Delaporte and makeup artist Georgi Sandev ensures every frame feels both effortless and meticulously composed. This cohesive visual language, underscored by visible film grain, reaffirms the house’s ability to remain both timeless and irreverently modern, presenting a lifestyle that is as much about the texture of the experience as it is the product itself.

Editorial, Editorial, Cinematic, Editorial, Lifestyle, Cinematic, Cinematic, Lifestyle, Lifestyle

Analogue / film, Natural light, Natural light

Luxury Fashion Houses, Fashion