Saint Laurent Spring 2022 Ad Campaign

Review of Saint Laurent Spring 2022 Ad Campaign by Creative Director Anthony Vaccarello and Photographer David Sims with Talent Al Pacino

Film legend Al Pacino puts his mark on Saint Laurent in a new Spring 2022 campaign by photographer David Sims.

Carrying forward the signature style for Saint Laurent campaigns from the partnership of Sims and creative director Anthony Vaccarello, the campaign keeps its visuals black-and-white and utterly minimal, drawing on the power of Vaccarello’s designs and Pacino’s legendary presence.

In the evocative short film, the actor beckons the camera ever closer to him, creating an electrifying sense of suspense and tension. We feel ourselves move forward with the shot, anticipatory but hesitant, not knowing what secret lurks within the master’s eyes.

Finished off with signature SL art direction, the accompanying three photographic portraits uplift the film with brief but deep, character-filled vignettes.

Drawing on Sims’ simple photographic mastery, Vaccarello’s vision for the house’s campaigns is as consistent as can be, yet within this unchanging identity impressively manages to find fresh feeling and newness. This latest Spring campaign follows on two previous installments respectively starring legendary model Jerry Hall and a group of younger talents who starred in the Spring 2022 show.

Each new campaign and each new star carries the Saint Laurent legacy freshly forward, further solidifying the brand’s identity while giving us ever more mood and imagery in which we simply love to bask.