Instagram/@ysl
A Saint Laurent moment in fashion has just sprung mushily. The Fall 25 campaign is intensely sleek and mysterious-and that’s what one expects from the brand. Honestly, this campaign should be nothing but drama. Who else, if not the drama queens themselves, Moss and Sevigny? Half-submerged in a pool, both are looking cool-gangster with their shades on and oozing Saint Laurent aura. Dark shades glone with wet skins; a fountain of confidence endlessly flows from every pore. Magic, indeed.
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A simple post bearing just the stars’ names and the hashtag #YSL has already become the talk of the town. One user stood up for the alt choice-“Love it. Mr. @anthonyvaccarello ❤️.” Simultaneously, though, another user piped up on behalf of another model: “We want Anja Rubik back for YSL.” A bold statement, but, honestly, it’s hard to make a case for a replacement when there are people like Moss and Sevigny around.
This one is not just some commercial. Water anguishing on the skin; light playing off the sunglasses; a gaze telling of some secret clasped by none of the rest of the world? Saint Laurent classics! Danger and elegance have forever been the voice of this brand, and that is exactly where this campaign walks.
For anyone unsure, Vaccarello is the man who got Saint Laurent on those tracks beginning back in 2016, variably being pushed one way between a proposition of rock-and-roll rebellion and high-fashion execution-latest included. Moss, a very long-standing face for the label; and Sevigny, a bearer of an indie darling-chic designation all by herself, make for perfect faces to carry this aesthetic. They basically don’t just wear the clothes. They live the attitude.
Now consider Mert for a moment. The shoemaker is half of the absurdly famous Mert & Marcus, a duo infamous for their hyper-glamorous, almost surreal style. Here, his work is no exception-the cinematic tone set by water distortion stamps the image with the feel of a still from a lost or yet-to-be-released noir.
It reminds one of acclaim and nostalgia usually attached to any scores of display is gone already, with a few comments but fewer as of today. Some are here for the new, some are missing the past. But about one thing is certain-Saint Laurent really does know how to get people talking. Fashion at this level is not about marquee battles between Team Moss, Team Sevigny, and Team Anja Rubik; it is storytelling, ambience, and that restless coolness factor that only a few have ever mastered.
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Yet another win for Vaccarello & Co., then. Now, the real question is: when do we see the rest of the collection? If the snap is anything, the chronicles will definitely include Fall 25.