A focus on understated sophistication.
Saint Laurent has unveiled its Summer 2025 campaign, filled with a quietly intense and cinematic atmosphere. The campaign, lensed by renowned photographer Glen Luchford, features models Anok Yai and Penelope Ternes, alongside Ella Mccutcheon and Justino Gonzalez, captured in moments of poised stillness within darkened, intimate interiors.
This season’s visual narrative unfolds like a series of stills from an unmade film, each frame emphasising the interplay between the garments and their environment. Velvet, satin, and lacquered surfaces serve as backdrops, framing the elongated silhouettes and deliberate postures of the models. The absence of movement and crowds underscores a sense of private contemplation, inviting viewers to observe rather than be overwhelmed.
Anthony Vaccarello’s vision, brought to life through Luchford’s lens, highlights tone and atmosphere over grand gestures. The carefully chosen rooms, hinting at past events without revealing specific narratives, become integral to the casting, almost acting as characters themselves. Every fold of fabric, every shadow, and even the models’ bare feet appear deliberate, contributing to the overall sense of measured sophistication.
The campaign signifies a subtle yet powerful evolution for Saint Laurent. By focusing on what remains unsaid, through restrained garments and evocative settings, Vaccarello crafts a world where texture and posture speak volumes, inviting a deeper engagement with the brand’s aesthetic.
Check out the images and campaign video below.
PHOTO & VIDEO CREDIT: Saint Laurent
