Saint Laurent Launches Film Production Division

Saint Laurent Productions will debut at the forthcoming 76th Cannes Film Festival in May.

Movie poster for “Strange Way of Life”

Fashion businesses are seeking inspiration beyond their industry to enhance their creative scope, often turning to the art world for potential collaboration. What is the vision? To serve as exemplars of culture. The luxury fashion business Saint Laurent has been gaining traction towards that objective under the direction of Anthony Vaccarello, the brand's creative director since 2016. In addition to seasonal runway presentations during fashion week, Vaccarello serves as the creative director of Saint Laurent Rive Droite, a cultural hub that integrates fashion and art.

To elevate this initiative, the brand has introduced a new division: Saint Laurent Productions. A recognized subsidiary of the Maison, and the inaugural luxury brand to incorporate comprehensive film production into its operations. Vaccarello will spearhead the initiative, with the company asserting that it will correspond with the designer's vision for the future of Saint Laurent, while "reflecting the cinematic scope and subtleties of his collections."

Saint Laurent's latest men's campaign showcased prominent cinema filmmakers (from left): Abel Ferrara, David Cronenberg, Jim Jarmusch, and Pedro Almodóvar.

This transition into the cinematic realm had already been anticipated. Observers of Saint Laurent would note its recent men's campaign showcasing cinema filmmakers Pedro Almodóvar, David Cronenberg, Jim Jarmusch, and Abel Ferrara. WWD claimed that Saint Laurent Productions will co-produce alongside David Cronenberg and Paolo Sorrentino's long-time partners to facilitate the brand's formal entry into the film industry.

Saint Laurent Productions will make its premiere at the forthcoming 76th Cannes Film Festival this May. The inaugural film, “Strange Way of Life,” directed by Pedro Almodóvar and featuring Ethan Hawke and Pedro Pascal, will premiere. “This is a queer Western in that it features two men who love each other and exhibit contrasting behaviors in that context,” Almodóvar stated. The costume designs have been created by Vaccarello, and with the new production division, the designer will conceptualize garments and accessories while collaborating on new projects with various filmmakers.

Jake (Ethan Hawke) and Silva (Pedro Pascal) in "Strange Way of Life." Visual: Cannes Film Festival

Anticipated flicks include new cinematic creations from renowned directors David Cronenberg and Paolo Sorrentino. “These directors consistently expand my perspective, and their unique, radical vision of cinema has significantly shaped my identity,” states Vaccarello.

This new initiative by the Kering-owned fashion firm may be perceived as an effort to elevate Saint Laurent's standing within its portfolio, which includes the formidable Gucci. Historical financial outcomes from the group have regularly indicated that profits from Saint Laurent have increased, reflecting Vaccarello’s vision for the brand. The newly established production division will provide the brand with an additional means to engage a broader audience and transcend the limitations of ephemerality typically linked to apparel; conversely, “a film is something you can still view in 10, 20, or 30 years if it is a good film.”