What is the purpose of a fashion campaign if not to sell? Beyond going viral on social media, the ability to “sell” both in terms of physical luxury pieces and a compelling narrative is imperative to the campaign’s success. Enter Saint Laurent’s “Tan Lines” By Anthony Vaccarello. Under the creative direction of Anthony Vaccarello, photographer Henrik Purienne captures the heat of summer in a series of titillating visuals.
Read More: Saint Laurent Rive Droite Exhibits Works by Photographer James Barnor
Immediately the viewer is greeted with the amalgamation of frisson and fashion as Saint Laurent’s seasonal releases are photographed alongside a female protagonist who has spent languid hours by the pool, tanning on a tennis court or playing dress up to the sound of old cassette tapes.
Read More: Saint Laurent Debuts Film Production Arm
The series features an exclusive selection of accessories and lifestyle products, including new Saint Laurent Rive Droite collaborations such as an exclusive bicycle developed with Californian specialist Micargi, a star pattern tennis racket and matching tennis balls by Wilson, and a unique chromed motorcycle helmet by the English luxury brand Hedon. Both the bicycle and helmet will be available from August 1.
Read More: Saint Laurent’s Largest Store Reinforces Brand Direction
Henrik Purienne beautifully captures the sun’s “scorching” rays, juxtaposed with a play of light and shadow as the campaign’s characters hide and emerge, seemingly whiling away the endless-seeming days in anticipation of what the evening will bring. The campaign successfully delivers desire, escapism, and artistic expression in one. The Saint Laurent ready-to-wear and accessories shine all the while presented in an elegantly provocative way.
Read More: Saint Laurent Rive Droite Showcases Artist Laurent Pernot’s Pastel-Hued Artworks
For more on the latest in luxury fashion and art reads, click here.
