Saint Laurent Ad Campaign Archive 2017 to 2021 Anthony Vaccarello

A look at the ads from Anthony Vaccarello for the house of Saint Laurent from Spring 2017 to Today

Anthony Vaccarello’s predecessor as creative director of Saint Laurent, Hedi Slimane, had radically shifted the house’s aesthetic identity, in terms of both design codes and marketing communication. Slimane had brought the house back to the fore of commercial and cultural relevance, but his highly personal and unchanging vision meant the brand had strayed far from its progressive roots. Entering the house in 2016, Vaccarello had the difficult task of maintaining the successes that Slimane had created, while remaining true to Saint Laurent’s original vision for the house – as well as to his own.

Vaccarello has risen to the challenge with a carefully crafted synthesis of the house’s history. His ads blend Saint Laurent’s values of progressivism and inclusion, Pilati’s street-smart yet sophisticated energy, and Slimane’s chic rock-and-roll rebellion.

Like Pilati and Saint Laurent before him, Vaccarello often relied on a favorite group of talented models to develop a consistent brand personality, bringing Freja Beha Erickson, Mica Argañaraz, Anja Rubik, Hiandra Martinez, and Zoë Kravitz into the fold. He also continues to work frequently with Kate Moss, one of Saint Laurent’s original muses, with the legendary Naomi Campbell making a few appearances as well. Vaccarello’s inclusive casting honors one of the eponymous founding designer’s most closely held values.

In general, Vaccarello’s campaigns tend to fall into two camps, each with two sets of photographers, which creates a very consistent visual identity for the brand. There are the studio portraits by David Sims or Gray Sorrenti, which rely on simplicity, personality, and slick art direction to make their impact. Then there are the street photographs by Juergen Teller or Inez & Vinoodh. Both Teller and Inez & Vinoodh were frequent collaborators with Stefano Pilati, who in turn referenced Saint Laurent to bring the looks out of the studio and into the world.

While bringing color back into the campaign photographs marked an obvious change from Slimane, Vaccarello does continue to frequently cast celebrities, and especially musical artists, in his black-and-white studio campaigns. But his picks have tended to be even more unexpected or of-the-moment, with casting choices including the likes of Jon Waters or Rosé from Blackpink. Considering his continuation of Slimane’s rock-and-roll chic design aesthetic, the parallel casting approach makes a lot of sense.

With simultaneous access to a wealth of history from one of fashion’s most iconic brands and a finger on the pulse of contemporary culture, Vaccarello is in a strong position to continue guiding Saint Laurent into a promising future.

Spring 2017

Photographer David Sims, Model Laetitia Casta

Photographer Collier Schorr, Models Adut Akech, Cara Taylor, David Friend, Freja Beha Erichsen, Hiandra Martinez, Josh McLellan, Jourdana Phillips, Mica Argañaraz, Mileshka , Selena Forrest

Photographer Collier Schorr, Models Dalibor Urosevic, David Friend, Louis Marzin, Lukas Ionesco, Noe Martin, & Simon Souchois

Fall 2017

Photographers Inez and Vinoodh, Models Fernanda Oliveira, Hiandra Martinez

Photographer Collier Schorr, Models Binx Walton, Charlotte Gainsbourg, Dalibor Urosevic, David Friend, Hiandra Martinez, Louis Marzin, Mica Argañaraz

Spring 2018

Photographer David Sims, Model Kate Moss

Photographer David Sims, Talent Vincent Gallo

Photographer David Sims, Talent Zoë Kravitz

Fall 2018

Photographers Inez and Vinoodh, Model Kate Moss

Photographers Inez and Vinoodh, Models Mica Argañaraz, Sebastian Peschen

Photographer David Sims, Model Lennon Gallagher

Photographer David Sims, Talents Betty Catroux, Charlotte Casiraghi, Zoë Kravitz

Photographers Inez and Vinoodh, Models Adut Akech, Anja Rubik, Cara Taylor, Hiandra Martinez, Maria Miguel, Raquel Zimmermann

Spring 2019

Photographer David Sims, Models Amber Valletta, Mathilde Henning, & Rebecca Leigh Longendyke

Photographer David Sims, Talent Travis Scott

Photographer Gray Sorrenti, Models Anok Yai, Dylan Christensen, Kaia Gerber, Mads Mullins, Najib Abdi, Raimundo Langlois, & Simona Kust

Photographer Juergen Teller, Models Abbey Lee, Freja Beha Erichsen, Julia Nobis, & Mica Argañaraz

Fall 2019

Photographer Juergen Teller, Models Anja Rubik, Anna Herrera, Freja Beha Erichsen, Kiki Willems, & Vilma Sjöberg

Photographer David Sims, Talents Finn Wolfhard, Keanu Reeves, Models Anja Rubik, Jamie Bochert

Photographer Juegen Teller, Models Anja Rubik, Freja Beha Erichsen, Kate Moss, Liya Kebede, Mica Argañaraz, Naomi Campbell, & Stella Tennant

Spring 2020

Photographer Gray Sorrenti, Models David Prince, Dylan Christensen, Erin Mommsen, Fran Summers, Mads Mullins, Simon Prii, Simona Kust, & Vilma Sjöberg

Photographer David Sims, Talents Ezra Miller & Rami Malek

Photographer Juergen Teller , Models Aylah Peterson, Binx Walton, Elise Van Iterson, Freja Beha Erichsen & Zoë Kravitz

Fall 2020

Photographer Juergen Teller, Model Grace Hartzel

Photographer David Sims, Talents Lenny Kravitz, Rosé Park & Jon Waters

Photographer Juergen Teller, Models Debra Shaw, Freja Beha Erichsen, & Laetitia Casta

Spring 2021

Photographer Gray Sorrenti, Talents Rosé, Yves Rohloff, Elise Van Iterson, Mika Schneider, Najib Abdi, Zso Varju, & Vova Slivka

Photographer David Sims, Talent Catherine Deneuve

Photographer David Sims, Models Aylah Peterson, Justice Smith, Naomi Campbell, Sora Choi & Gauge

Photographer Juergen Teller, Model Kate Moss

Photographer Juergen Teller, Models Alma C, Alyda Grace, Anja Rubik, Assa Baradji, Aylah Peterson, Hailey Bieber, Kiki Willems, Laiza de Moura, Liya Kebede, Megan Miles, Mica Argañaraz, Mika Schneider, & Sihana Shalaj