Saint Laurent's Tan Lines by Anthony Vaccarello

Fashion campaigns go from print pages to digital sites as Saint Laurent’s Tan Line’s sees evocative visuals and elusive characters come to life.

What is the objective of a fashion campaign if not to generate sales? Each season features a brand's "seasonal push" for a pivotal bag, which also functions to delineate and strengthen the brand's identity, encapsulate the cultural zeitgeist, and emotionally engage consumers. In addition to achieving viral status on social media, the capacity to effectively market both tangible luxury items and an engaging narrative is crucial for the campaign's success. Presenting Saint Laurent’s “Tan Lines” by Anthony Vaccarello. Under the artistic guidance of Anthony Vaccarello, photographer Henrik Purienne encapsulates the essence of summer in a collection of provocative images.

The series showcases a curated assortment of accessories and lifestyle products, including novel Saint Laurent Rive Droite collaborations such as a bespoke bicycle created with Californian expert Micargi, a star-patterned tennis racket and corresponding tennis balls by Wilson, and a distinctive chromed motorcycle helmet from the English luxury brand Hedon. The bicycle and helmet will be accessible starting August 1.

The audience is promptly presented with a blend of excitement and style as Saint Laurent’s seasonal collections are depicted alongside a female protagonist who has idly spent hours by the pool, sunbathing on a tennis court, or engaging in dress-up while listening to vintage cassette recordings. Vibrant and otherworldly, she personifies a nonchalant sophistication that merges dream with reality, drawing the observer into a realm where fashion, exploration, and opulence coexist harmoniously.

Henrik Purienne adeptly catches the sun's "scorching" rays, contrasting light and shade as the campaign's subjects conceal and reveal themselves, seemingly languishing through the interminable days in expectation of the evening's offerings. The campaign effectively conveys yearning, escape, and artistic expression simultaneously. The Saint Laurent ready-to-wear bags and accessories are showcased in an exquisitely provocative manner.

The sequence of images showcases Anthony Vaccarello's artistic and creative approach. Kering accurately states that Vaccarello has confirmed his comprehensive vision for Saint Laurent since his hiring in 2016. Saint Laurent’s Tan Lines represents an additional manifestation of Vaccarello's expertise in the maison's dynamics, "cultivating a comprehensive vision that propels Saint Laurent into the future."