Saint Laurent

Oct 2024

For the Saint Laurent Winter 2024 ad campaign, creative director Anthony Vaccarello orchestrates a masterclass in mood and materiality, leaning into the house's signature brand of sophisticated minimalism. Captured through the singular lens of photographer Juergen Teller, the series functions as an evocative study of intimacy within public spaces. The campaign utilizes a cinematic and editorial visual language, positioning icons like Charlotte Rampling and Kate Moss alongside a diverse ensemble of models—including Anja Rubik, Binx Walton, and Awar Odhiang—within the rich, wood-paneled confines of classic European cafes and vintage-inspired telephone booths. The execution relies heavily on natural light to animate the tactile qualities of the collection, from the transparency of sheer, draped tops to the structured weight of oversized camel blazers. By framing the subjects behind glass storefronts and reflections, the imagery creates a voyeuristic, live-action technique that blurs the line between the viewer and the viewed. Every frame feels deliberate, favoring soft, ambient warmth to highlight the sharp architectural lines of the clothing against dark, moody interiors. This collection of portraits and lifestyle shots transcends traditional advertising, serving instead as a cohesive piece of fashion storytelling that feels both timeless and undeniably Saint Laurent, grounding high-fashion luxury in a palpable, grounded reality that commands a second, lingering look.

Editorial, Editorial, Editorial, Vertical, Vertical, Vertical, Vertical

Natural light

Luxury Fashion Houses, Fashion