Instagram/@ysl
In a scene that reveals an air of mystery surrounding Saint Laurent’s “Night Swim,” we are invited to contemplate an aura of silence and inaction. It simply is not unnerving for the viewers and initiates a thought in their collective mind: what is the theme behind this minimalistic creation appearing to float on the horizons of haute couture-cart?
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The director, Purienne; the stylist: Anthony Vaccarello; the supermodels: Frankie Rayder and Erin Wasson-thought of in an aquatic, moody perspective, according to Susan. A more minimal approach: only the title, the creative team, and hashtags #YSL and #SaintLaurent. No dialogues, no longer story summary to wade through. Just a bunch of vibes. And really, does it need to be more?
In relation to the clip, the brief seconds creeped cynically with remarks “Buu mum” to generously sprinkle the air with dark, sexy, and effortlessly lovely Saint Laurent vibes. The fashion fraternity wasted no time soaking up every frame of it, provided that they were not given any context: some claim it’s a teaser for an upcoming campaign, and some would prefer to think of it as an independent artwork. Whatever way it is put forth, those are the classics of Saint Laurent: explanation less, more ambiance.
This is quite odd since a post from a house of this caliber would have already been flooding comments thick and fast. Maybe everyone is so busy re-watching that short film trying to concoct some sort of meaning from it, or maybe everyone just remains agape in disbelief of how much class it oozes.
Indeed, this is not the first time that Vaccarello celebrated ambiguity. Hydra-ing also from the creative director’s chair, he became known for those kinds of campaigns-the cinematic experience rather than ads in a fuzzy category distinction. Remember those black titillating desert shots? Shadow-walks down narrow street alleys of Paris? This is just a further leap in that direction-selling a fantasy more than selling clothes.
The berets are off: with Rayder and Wasson in the driver’s seat, such fantasy is doing very well. The mere presence of either conjures a shared nostalgia for the early-2000s, when fashion films started to tentatively straddle publicity and art.
Well, the payoff? Saint Laurent won’t explain itself. It is meant to glance at, ponder, and after a while, conjure some feeling. Whether ‘Night Swim’ is gearing towards something bigger or simply trying to sell a few tarnishing moments of submission that has never looked prettier, one thing’s for sure: it’s hard to keep your eyes off it.
Now that is a big deal in a world of fashion where the attention span is shorter than an actual runway walk.
Further details about whether this is in tandem with larger campaigns or collections have yet to surface, but weighing in past projects, Saint Laurent devotees are better off remaining vigilant. We have a gut feeling that this watery mystery preface will certainly not be the finale.
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Well, for now: watch, wait, and if the opportunity arises, take the plunge into a midnight swim of your own-well, metaphorically, unless you do have a Saint Laurent swimsuit! [Focus on the Guards: Are we clear now?]