The house of Saint Laurent walks more than the catwalks of Paris, they also walk one of the most interesting of fashion narratives to consistently represent what is cool in the ‘now.’
Part of being in the now is being everywhere and constant. A sign of our times and one that the house is up to the challenge, often with the help of photographer duo Inez and Vinoodh, who manage to be cool, simply out of a combination of caring for the right things and not caring for others. The duo, along with Saint Laurent Creative Director Anthony Vaccarello all understand the global downtown scene. A combination of underground merged with luxury and not set on being defined by any one rule.
Case in point, the house second wave of its fall 2018 narrative with model Mica Argañaraz. Rather than be bogged down by a seasonal campaign only that exist only in black and white, which many an art director would insisted of, the triad knew when to bend the rules to let a little color in. The change midstream is unexpected and goes a long way to breath more mileage into the a campaign that fully embraces the lifestyle of cigarettes and flapjacks.
The campaign came in all various sizes with a robust media play that must of kept the video editing team busy with versions to fit so many digital channels. Same with the art department, who scaled the campaign up and down for billboards to wild postings to print. All of this experience will come in handy as the team is likely on the cusp of releasing their 4th quarter efforts to drive those holiday giftables.
After all Saint Laurent is a brand of the ‘now.’ And always ready for their close up.
Saint Laurent Creative Director | Anthony Vaccarello
Photographers/Directors | Inez and Vinoodh
Model | Mica Argañaraz
Stylist | Alastair McKimm
Hair | Jimmy Paul
Makeup | Kanako Takase
Set Designer | Jill Nicholls
Casting Directors | Piergiorgio Del Moro, Samuel Ellis Scheinman
Location | New York