Saint Laurent’s Playful New Summer Campaign

Perfect for summer, YSL brings us some of the most striking visuals to showcase one of its most beautiful collections yet. The campaign, designed by Anthony Vaccarello and photographed by Martin Parr, highlights the normalcy of everyday life juxtaposed with the luxury of Saint Laurent—food meets high fashion in a playful ode to le luxe de la vie quotidienne.

The always-sold-out leopard Bea bag is portrayed as the ultimate farmer’s market haul-all, while garden party guests bask in the sun wearing their Saint Laurent best. An evening minaudière takes center stage as a cake’s show-stopping centerpiece, and toast is served with a side of jam and jewels. Pineapple upside-down cake is sliced, and tea is poured over the floral brocade Jaimie bag. In this campaign, nothing is quite as it seems.

What Vaccarello continues to do so well is honor the brand’s core aesthetic and target consumer, while evolving his vision year after year. This campaign is, without a doubt, one of my favorites from him yet—kitsch yet elegant, sophisticated yet fun.

Saint Laurent never fails to embody spirit and lifestyle, blending its DNA with a contemporary twist. Season after season, Vaccarello delivers magnificent, desirable collections.

What I love most about this campaign is that every single accessory or piece of clothing instantly becomes an object of desire—at least for me!

@titinapenzini