What is the purpose of a fashion campaign if not to sell? Every season sees a brand’s “seasonal push” towards a key bag, but it also serves as a means to define and reinforce the brand’s identity, capture the cultural zeitgeist, and engage consumers on an emotional level. 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.

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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 languishing hours by the pool, tanning on a tennis court, or playing dress up to the sound of old cassette tapes. Effervescent and ethereal, she embodies a carefree elegance that blurs the lines between fantasy and reality, inviting the spectator into a world where style, travel, and luxury intertwine seamlessly. 

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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.

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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 bags and accessories shine all the while presented in an elegantly provocative way.

The series of visuals sees Anthony Vaccarello’s artistic and creative direction come into play. As Kering aptly describes, Vaccarello has affirmed his sharp, 360-degree vision for Saint Laurent since his appointment in 2016. Saint Laurent’s Tan Lines is a further extension of Vaccarello mastering the maison’s dynamics, “developing an all-round vision, bringing Saint Laurent into the future”.

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