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What should a fashion connoisseur ask for? Essentially, from Saint Laurent for Fall 25: iconic, haunted, with a top cast led by Kate Moss herself! The legendary supermodel, photographed by Mert Alas, has brilliantly conveyed the brand’s rock-and-roll glamscapes.
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The unforgettable image captures Moss reclining on a sumptuous, emerald-green armchair beside a sunlit window, wrapped in fur, and holding on to the burgundy Loulou bag of the label. The feeling? A core of relaxed haute lux, with effortless cool being fused with haute couture. The image, oozing with upscale elegance, encapsulates perfectly the Saint Laurent view: cool yet sumptuous.
Some comments followed quickly: One user rambled a brief, “Rock n roll Kate 🔥,” adequately conveying the energy Moss brings to the campaign. Another expressed admiration, claiming they didn’t even know who she was at first: “Woah, great image. I didn’t even know it was Kate Moss at first. Real talent.”
Others disliked the campaign. One random commenter lamented, “Not her! Again… 😢,” which probably indicates a tired weariness of seeing Moss accounting for the majority of luxury campaigning. The other commenters, however, appeared enchanted, with one nostalgically recalling Maya Jama’s famous shout: “Minhas amiga Kate mossss {Maya’s voice}.”
Shot under the confident eye of Anthony Vaccarello, the campaign continues to exemplify Saint Laurent’s ever-lasting allure. For many decades, without seeming to try, Moss channels what is the breeze of effortless chic that is YSL. With backdrops featuring some locations, including (reportedly) the Chateau Marmont, one user commented, “I sat in that chair at the @chateaumarmont once. Small room. Faces the courtyard.”
While the visuals received unanimous acclaim, one fan even chose to fault the direction of the brand: “Love the brand for a long while… but something is lacking in YSL. Not sure if it’s the creative or commercial direction.” Certainly, one wonders if such upcoming changes in Kering’s leadership will actually redirect the road the brand is now following.
But definitely, this Fall 25 campaign reminds us that Kate Moss is an undisputed fashion phenomenon. The pictures strike such a perfect balance between parade and detachment, reinforcing yet again that Saint Laurent and Kate Moss are the perfect match, bridging places of high fashion beyond any capacity algún.
What sets this campaign apart is the paradox of them feeling literally old and all at once brand new, making a strong statement about Vaccarello’s vision and Moss’ ability to transcend eras. This one is must-note for all the YSL-all-the-way types, as well as for anyone who loves phenomenal fashion photography. It looks like Saint Laurent is here to stay with Moss.
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Yet, would these kills ever quiet the critics? Perhaps not fully… but it is an encore triumph for all those who aspire to the gothic chic. Now all that remains to be asked is—what’s next?