Review of Saint Laurent Pre-Fall 2025 Ad Campaign ‘Part One’ by Creative Director Anthony Vaccarello with Photographer Mert Alas featuring Kate Moss, with Chloë Sevigny, and Frankie Rayder
Saint Laurent’s Pre-Fall 2025 campaign arrives not with spectacle, but with a murmur — a quietly powerful meditation on presence, style, and memory. Titled Velvet Heat, the preview film is directed by Anthony Vaccarello and photographed by Mert Alas, with Kate Moss at its center in a role that feels less like performance and more like self-portraiture.
There’s no script, no elaborate set — only Kate moving through sun-drenched corridors of Los Angeles, framed by heat, restraint, and nostalgia. The clothes are worn her way: a man’s jacket on bare skin, a silk skirt in the afternoon light, sunglasses held with casual conviction. Scenes drift between the car, the coastline, a room left unstyled — curated, yes, but never forced. The presence of Chloë Sevigny and Frankie Rayder weaves in flickers of friendship and memory, but the thread always leads back to Kate.
The film’s narration, penned by Alas, reads like a poem passed between friends — intimate, elegiac, and achingly cool: “I’ve run through cities that forgot my name… I laugh too loud in quiet rooms… I’ve kissed the ones I never really forgot, even if I swore I did.” These are not lines meant to sell, but to sit with — moments of confession that deepen rather than distract.
Visually, the campaign captures texture with deliberate attention. Whether zooming in on a vinyl record spinning on carpet or catching wind-tangled hair mid-turn, the images invite a slower gaze. There’s sensuality here, but it’s quiet. Chic, but not severe. And if it flirts with nostalgia, it does so with a wink — knowing that elegance often lies in what’s unsaid.
This is just a preview, but its release hints at something larger: a shift in how brands approach storytelling in a fragmented, fast-scrolling world. Saint Laurent doesn’t shout for attention. Instead, it offers a moment worth pausing for.
The result? A campaign that feels not only lived-in, but lived-through — where the luxury lies not in perfection, but in the poetry of restraint.
Saint Laurent Creative Director | Anthony Vaccarello
Photographer | Mert Alas
Models | Kate Moss, Chloë Sevigny, and Frankie Rayder
Location | Los Angeles, California