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Saint Laurent has bared its promotional campaign for Fall 25 powdering everything one might expect from it into daring, timeless, and dripping with sophistication. The campaign photo in black and white features the effortlessly cool Chloë Sevigny therein be photograph by none other than Mert Alas. This photograph is part of the collection engineered by Anthony Vaccarello, and the hype is surely starting to build.
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Sevigny glared at the camera, standing waist-deep in a pool with her arms raised to one side of her neck. Giant sunglasses added an extra level of hauteur to her pose, with patterns of reflected light playing in the water and enchanting the image with texture. This picture is a classic example of sheer elegance and minimalism, the unapologetically bold “SAINT LAURENT” branding just going across the image and shaking the foundations of what ideas of luxury his brand conjures.
The brand’s devotees began reacting instantaneously, with one end-user describing it as “the best product” from Saint Laurent and following it up with a heart emoji for added emphasis. And I’ll tell you, it is a pretty hard statement to argue with really. The campaign exudes that distinctive YSL aura—grainier but suaver, and more present-day but ever so timeless.
For quite some time, Chloë Sevigny has been a muse for haute couture, and the pairing just felt like a natural fit. She possesses this gift or ability to embody both oppositions-successful at being rebellious and classy at the same time-so she is the perfect person for Vaccarello’s vision. Meanwhile, Mert Alas, all about drama in haute couture photography, gives her an untouchably intimate yet gargantuan treatment.
This is not your soon-washed-away-away fashion campaign. Saint Laurent as ever push boundaries in their own waylegitimate of itself, and this just happens to be a showcase for this Fall 25 collection. According to the choice of Sevigny and the water setting with stark black-and-white treatment, a fresh concept is born.
Everyone can only wait expectantly for such exciting pictures and interpretations from the rest of the campaign. Saint Laurent knows how to keep the conversation alive for the whole season, and with Sevigny leading this charge, they have truly pierced.
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So, will the brand is anointed as the fashion-defining moment this season? Probably highly, thinking in hindsight at their own history. What the rest of the campaign is promising is just the tip of the iceberg. So stay tuned for the next visual feast of the Fall 25 collection.