Saint Laurent Fall 2020 Ad Campaign

Saint Laurent

#34 Fall 2020 Ad Campaign by Juergen Teller


Latex and legs once again take center stage in the latest campaign from Saint Laurent. Working alongside frequent collaborator Juergen Teller, creative director Anthony Vaccarello realizes a simple yet subversively sexy Fall 2020 campaign.

Saint Laurent Fall 2020 Ad Campaign

The most impactful motif of Vaccarello’s Fall 2020 runway show was its combination of classically feminine blazers and rubberized leggings, which could only remind one of latex fetish gear. The new campaign furthers this intersection of soft femininity and in-your-face eroticism, while also tapping into the work of one of fashion’s most important photographers.

Teller’s images seem heavily inspired by the work of Guy Bourdin in the ’70s.

One of the first artists to recognize that fashion photography can be about much more than clothing and beauty, Bourdin infused his images with narrative, rich color saturation, and provocative sensuality. The aggressively cropped body shots and intense reds of Teller’s photographs recall some of Bourdin’s most famous work.

Saint Laurent Fall 2020 Ad Campaign

The campaign balances its energies of lacy, velvety softness and domineering sexuality beautifully. Importantly, the women who star in the campaign are sexy, but not sexualized.

Vaccarello has again proven himself to be a confident scholar of the history of fashion, a masterful interpreter of the classical Saint Laurent language, and a progressive artist ready to keep the house moving forward.

Saint Laurent Creative Director | Anthony Vaccarello
Photographer | Juergen Teller
Models | Freja Beha Erichsen & Laetitia Casta
Casting Director | Samuel Ellis Scheinman