THE FACES OF SAINT LAURENT

BY: Andy Shoulders

Saint Laurent has always been known for its bold advertising and brilliant use & capture of unconventional faces.  It’s always refreshing to see high fashion advertising continually move in a more un-classical direction, as that’s exactly where fashion’s audience itself has been going for quite some time.  Let’s look at the newest faces to grace Saint Laurent’s latest campaigns.

RAMI MALEK

Rami Malek flexed his sartorial muscle for Saint Laurent’s Spring/Summer 2020 campaign, which was shot by David Sims.  The collection, a sort of ‘70s Marrakech/21st century LA hybrid according to creative director Anthony Vaccarello, conveys the perfect balance of glitzy and masculine, and Malek’s awkwardness helped bring the collection’s Jagger-esque qualities together in a this-is-for-everyone sort of way.  And you have to admit, after Malek’s amazing portrayal of rock legend Freddie Mercury in Bohemian Rhapsody, you’d be hard-pressed to find a better figure to evoke the ‘70s rockstar aesthetic.

 

JOHN WATERS

Cult film director John Waters has been called many things during his long & illustrious career, but “face of a campaign” hasn’t exactly been one of them.  For Saint Laurent’s Fall/Winter 2020 campaign, once again shot by David Sims, Waters rocks a sleek black tuxedo with a polka-dot cravat and his signature judgmental sneer.  Fashion has always been a pivotal part of Waters’ life, however curve-balled his use of it has been, and after campaigns featuring the likes of Rami Malek, Marilyn Manson, and Courtney Love, Saint Laurent’s choice of Waters is an odd match that undoubtedly works.

 

LENNY KRAVITZ

We could literally watch rockstar and sex god Lenny Kravitz do anything, so we have absolutely no problem with Saint Laurent’s choice to feature him in their Fall/Winter 2020 campaign.  His daughter Zoe Kravitz has been the de facto muse of the brand for some time now, so it makes sense that Saint Laurent would keep it in the family.  Once again shot by Vaccarello favorite David Sims, the two moody black & white photos feature Kravitz in the brand’s signature boxy jacket with sunglasses in one, and in a silk dotted blouse in anthe other.  Kravitz as the most unconventional choice to front a campaign?  No.  Kravitz as a welcome presence in any fashion campaign?  Yes.  Very much yes.

 

ROSÉ

A K-pop idol from the supergroup Blackpink, Rosé has solidified herself as a muse of Saint Laurent by posing for the brand’s Fall/Winter 2020 campaign.  She has attended several of the brand’s shows in the past, and Vaccarello wisely tapped into her wide-reach potential.  In the campaign, Rosé can be seen in both the photos and accompanying video wearing a signature lace LBD, as well as a pussybow shirt (a staple of the house) that’s been updated with a more contemporary rock ‘n’ roll leopard print.  Rosé clearly has a knack for capturing the essence of the house while still retaining her sense of style and self-expression, and we will definitely be seeing her flaunt her uniqueness for years to come.