Review of Saint Laurent Fall 2025 Ad Campaign by Creative Director of Agency X with Photographer Gray Sorrenti with models Hailey Bieber, Rose, Liu Wen, Bill Skarsgard, Song Jia, Anok, Binx, Loli Bahia, Bukwop Kir, Jesse Sachet-Dufraisse, Grace Hartzel, Pascal Thulin
Saint Laurent has always thrived on repetition as ritual—Anthony Vaccarello’s sharp tailoring, leather-heavy allure, and cinematic moodboards are signatures that rarely miss their mark. For Fall 2025, the house enlisted photographer Gray Sorrenti to capture a cast that reads like a roll call of its ambassadors: Hailey Bieber, Rosé, Liu Wen, Bill Skarsgård, Song Jia, Anok Yai, Binx Walton, Loli Bahia, Bukwop Kir, Jesse Sachet-Dufraisse, Grace Hartzel, and Pascal Thulin. It’s a striking lineup, and on paper, the ingredients are all here. Yet the result feels curiously restrained, a campaign that leans on star power without quite shaping it into a compelling narrative.
The imagery carries the house’s unmistakable codes—dark leather, oversized outerwear, and languid poses draped across angular furniture. There’s an almost studied aloofness to the mood, where gestures feel caught mid-conversation, half-posed, half-candid. Sorrenti’s lens lends a raw, immediate quality, particularly in the black-and-white portraits, while the pops of red florals and green upholstery break through the monochrome with painterly effect. The visual world is polished and moody, unmistakably Saint Laurent, yet it stops short of introducing something new to the dialogue.
This sense of déjà vu is perhaps where the campaign falters. Coming off the stellar Pre-Fall outing with Kate Moss—a masterclass in how to deploy celebrity iconography for maximum cultural resonance—this latest effort feels more like a holding pattern. The talent is dazzling, but the direction risks blurring into the familiar. The campaign knows how to work with ambassadors; what it doesn’t quite deliver is the frisson of discovery or the narrative spark that elevates an image beyond product and persona.
That said, there’s strength in consistency, and one could argue that this campaign is less about reinvention and more about continuity. For a house that releases multiple narratives each season, this may simply be one chapter in a broader Fall story. In that sense, its restraint could be read as strategic: a quiet anchoring of the house codes before other, more daring narratives unfold. And while this campaign doesn’t reach the emotional high notes of its predecessor, it does reaffirm Saint Laurent’s commitment to a particular kind of cinematic cool—an aesthetic that has become as recognizable as the YSL monogram itself.
Saint Laurent may have reminded us that not every campaign needs to roar—sometimes it merely smolders. But one can’t help but wonder if this season’s fire is being saved for another act.
Saint Laurent Creative Director | Anthony Vaccarello
Photographer | Gray Sorrenti
Models | Hailey Bieber, Rose, Liu Wen, Bill Skarsgard, Song Jia, Anok, Binx, Loli Bahia, Bukwop Kir, Jesse Sachet-Dufraisse, Grace Hartzel, Pascal Thulin