Saint Laurent Summer 2025 Ad Campaign

Review of Saint Laurent Summer 2025 Ad Campaign by Photographer Mark Kean with models Apolline Rocco Fohrer, Awar Odhiang, Bella Hadid, Ilya Vermeulen, Nyanderi Deng, Penelope Ternes, Sara Caballero and Topsy

Saint Laurent offers another look at its recently debuted Summer 2025 collection with a new campaign captured by photographer Mark Kean during the runway show’s model fittings.

While the approach to lensing these shots didn’t take shape like a typical campaign, they achieve the same level of sophistication and intentionality we’ve come to expect from Saint Laurent, while still drawing energy from the tension between spontaneity and intentional artfulness. Captured in unassuming yet striking interior spaces, the portraits spotlight key looks from the collection’s exploration of masculine tailoring recoded for women’s dressing and the eponymous founder’s 70s era.

Saint Laurent is smart about making the most of its runway shows, using the opportunity of fittings to further leverage existing runway assets and heighten the cadence of content on its social media channels. It’s also a testament to Anthony Vaccarello’s consistency that, even with the cleverly unconventional campaign approach, the imagery still fits so seamlessly within the brand’s recognizable creative world.