Saint Laurent's Artistic Campaigns: Anthony Vaccarello's Vision

Anthony Vaccarello, creative director of Saint Laurent since 2016, continues to prioritize artistic integrity over commercial appeal in the brand's advertising campaigns. The latest menswear collection for autumn is promoted through photographs by US artist Talia Chetrit, featuring actor Austin Butler nearly obscured by backlighting. The images emphasize aesthetic value over product visibility, aligning with Vaccarello's strategy of associating the brand with high art. Saint Laurent produces around twenty campaigns annually for Europe alone, collaborating with photographers like Martin Parr, David Sims, Glen Luchford, Mert Alas, and painter Francesco Clemente. Vaccarello's design language draws from the power aesthetics of the 1980s, characterized by high heels, pencil skirts, and shoulder pads. The article suggests that the accumulated body of campaign imagery over a decade could constitute material for a museum retrospective.