Tan Lines by Anthony Vaccarello for Saint Laurent

Fashion advertisements go from print media to internet platforms, shown by Saint Laurent's Tan Line, which features intriguing imagery and enigmatic figures.

Anja Rubik is photographed carrying the Le 5 À 7 Supple Baby.

What is the objective of a fashion campaign if not to generate sales? Each season features a brand's "seasonal push" for a flagship bag, which simultaneously defines and reinforces the brand's identity, captures the cultural zeitgeist, and emotionally engages consumers. In addition to achieving viral status on social media, the capacity to effectively "sell" 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 series of provocative images.

Saint Laurent’s Tan Lines photographed by Henrik Purienne

The audience is promptly welcomed by 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. Radiant and otherworldly, she personifies a nonchalant sophistication that merges dream with reality, drawing the observer into a realm where fashion, exploration, and opulence converge effortlessly.

Saint Laurent’s Tan Lines photographed by Henrik Purienne

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

Saint Laurent’s Tan Lines photographed by Henrik Purienne

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 collection of images showcases Anthony Vaccarello's artistic and creative vision. Kering accurately states that Vaccarello has demonstrated 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."