Saint Laurent "As Time Goes By" Fall 2024

Saint Laurent

"As Time Goes By" Fall 2024 Ad Campaign

Review of Saint Laurent “As Time Goes By” Fall 2024 Ad Campaign by Creative Director Anthony Vaccarello with Photographer and Videographer Nadia Lee Cohen and models Charlotte Gainsbourg, John Waters, Chloë Sevigny, Addison Rae, Joey King, Travis Bennett, and Cooper Koch

Saint Laurent presents “As Time Goes By,” a series of short films inspired by Proust’s iconic masterpiece In Search of Lost Time, developed in collaboration between the house’s creative director Anthony Vaccarello and director Nadia Lee Cohen.

The series features an incredible ensemble cast of actors, several of whom have worked with the brand extensively before, and several that are newcomers to the world of YSL: John Waters, Chloë Sevigny, Charlotte Gainsbourg, Addison Rae, Joey King, Travis Bennett, and Cooper Koch. Each of the six short films centers around a theme drawn by Vaccarello from In Search of Lost Time – love, togetherness, dreaming, desire, time, and memory – and features narration by Gainsbourg with text drawn from the novel.

In “Time,” for example, John Waters hails a vintage cab, encounters a trio of beautiful young women that spark an unseen dive into memory, then exits the cab – a journey completed, though he hasn’t physically gone anywhere. In “Togetherness,” Cooper Koch and Awar Odhiang read in silence in what seems to be a hotel room, not needing words to express their connection with each other and the moment, only for the final frames to reveal that they are taking a break from a party.

Nadia Lee Cohen’s previous fashion films have revealed a mastery of pastiche, and here again she situates Vaccarello’s archive-inspired design work in a nostalgically cinematic world. The characters themselves are artists and intellectuals, drawing inspiration from the bourgeois decadence of Proust’s own milieu of muses, artistes, and aristocrats.

From Yves Saint Laurent’s costume design to the recent practice of frequently working with actors to launching its own movie production company last year, film has been a core part of Saint Laurent’s creative identity. This new cinematic series continues that practice while wisely drawing in the world of literature, which is an oft-overlooked source of inspiration for fashion communication. Literature may, however, be gaining ground, as brands like Dior, Miu Miu, and Prada have hosted book club-themed events or partnered with authors, while being seen by the paparazzi carrying a well-chosen book reemerged as a celebrity trend this summer.

Even more strategically smart, however, is the project’s long-form, multi-part format. The brand can release the films on a fixed schedule, thus consistently sustaining excitement, engagement, cohesion, and connectivity over a consistent cadence. Each short film, moreover, can be a content engine of its own, as the brand can share individual teasers, behind-the-scenes clips, interviews with each star with their own set of imagery, and more across social media in the lead up to each release.

Balancing a traditional cinematic and literary perspective with a savvily up-to-date digital strategy, Saint Laurent makes one of the strongest creative marketing moves we’ve seen in some time. We’re looking forward to turning the page on each chapter.

Saint Laurent Creative Director | Anthony Vaccarello
Photographer & Videographer | Nadia Lee Cohen
Film Director | Mitch Ryan
Models | Charlotte Gainsbourg, John Waters, Chloë Sevigny, Addison Rae, Joey King, Travis Bennett, and Cooper Koch