Following on the heels of their recent spring 2019 men’s campaign with Travis Scott, Saint Laurent Creative Director Anthony Vaccarello has once again teamed with David Sims to lens the houses #YSL19 campaign.
Saint Laurent is one of the few houses who understands longer form seasonal narrative releasing segments of their campaigns over the course of several months so as to not give it all away at once. This seasons tale is told with the help of talents Amber Valletta, Charlotte Gainsbourg, and one of The Impression’s pick for top breakout models of 2018, Rebecca Leigh Longendyke. The casting by Samuel Ellis Scheinman, is one of the few that is actually in synch with the intended consumer; as we all know how often luxury items are portrayed on models decades in age from the intended market.
Sims continues is signature hand at making clean studio work relevant and more importantly memorable, especially in contrast to the houses greatest asset, their logo. There is a youthful and biting edge to the overall campaign, perhaps it is the legs, but most likely it is the humanistic element of the expressions, especially from Valletta. Her carefree expressions make the viewers feel they have caught her in a candid moment which helps endear the brand. Iggy Pop’s The Passenger has been the houses signature title track for the past seasons films and it still plays well as a thread to tie the campaigns together. Overall the campaign is consistent, memorable and continues the narrative without feeling stale. Leaving us to recognize sometimes it is nice to play the role of the passenger, just leaning back to enjoy the view while trusting the driver to drive.
Saint Laurent Creative Director | Anthony Vaccarello Photographer/Director | David Sims Models | Charlotte Gainsbourg, Amber Valletta, Rebecca Leigh Longendyke Stylist | Alastair McKimm Hair | Duffy Casting Director | Samuel Ellis Scheinman Producer | Laura Holmes
Music | Iggy Pop – The Passenger