With summer on the horizon, Anthony Vaccarello, the mastermind behind Saint Laurent, has art-directed a series of images lensed by photographer Martin Parr. The campaign is cheekily titled, An Ordinary Day, but the reality is that it is anything but.
The visuals play on the normalcy of everyday life, juxtaposed with the luxury of Saint Laurent—food meets high fashion. Brand signatures are worn in out-of-the-ordinary situations.
The always-sold-out leopard Bea bag is depicted as a farmer’s market haul-all while garden party guests tan in their Saint Laurent best. An evening minaudiere acts as a cake’s centerpiece, and toast is served with a side of jam and jewels.
Pineapple upside-down cake is sliced, and tea is poured over a Floral brocade Jaimie bag. Nothing is as it seems. What Vaccarello continues to do so well is understand the brand’s core aesthetic and target consumer, but year after year, his vision continues to evolve, and this is one of my favorite campaigns from him yet.
Cheeky, fun, but so Saint Laurent, take a look at images from the campaign below and shop the selection now via Saint Laurent.
An Ordinary Day By Anthony Vacarello
Who was it that said that the end times would be rich people flaunting wealth with food as it’s the last vestige before all order in society collapses? As people can barely afford groceries, what better way to flex than to waste food? Love YSL’s new campaign
Yikes it’s painful to see this iconic brand fall into such abysmal pits. Revenue fell another 10% last year, and it’s clear Kering has no idea how to save the brand. Thank goodness Yves can’t witness this mess.
I haven’t purchased or followed this brand in years, but why are revenues falling? Is it a lack of interest on consumers end? Or, is quality declining as someone mentioned?
Gucci and Saint Laurent are both mismanaged Kering-owned houses that have made some really unfortunate moves in the past few years. As a result, customers have opted for other brands (foot traffic is down, revenue is down by significant numbers). Most notable, it’s their inability to move upmarket.
When people whine that “quality is down,” what they are really complaining about is that the perceived and tangible value of an item are no longer aligned. For example, a 120 euro key pouch in 2005 is now 500 euros. The perceive and tangible value of the item are so far apart that it feels like the customer is getting ripped off for what they are purchasing.
They relied too much on slapping a YSL logo on mediocre bags instead of actually designing great bags.
Why is Kering letting this brand die? It’s so sad!
Love the elegance, humour and quirkiness of these shots
You should go buy something because Saint Laurent revenue is in free fall.
Fabulous
The floral metallic bag in the top picture is gorgeous.
I love the photos makes me want to go get a leopard bag today.