May 25, 2017 | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
Jul 09, 2015
And nixes the usual dark and moody imagery at the same time.
Creative director Hedi Slimane has released yet another Saint Laurent campaign for Summer 15.
The designer has also flipped his usual dark and brooding style for a bright light filled campaign possibly linked back to the controversy surrounding the UK’s advertising watchdog’s ban on one of Saint Laurent’s original S/S 15 campaign images.
The brand which is experiencing ‘sterling performances’ with total sales up 34% and is parent company Kering’s third largest luxury brands, ran into some trouble with the UK’s Advertising Standards Authority over an image that showed a model who’s chest bones were visible.
The new campaign is perhaps an effort to move on from the misstep and show that the brand has relevancy to consumers for Summer and is more approachable for those looking for light summer clothing.
This is the first time Slimane has deviated from his usual black and white ‘sex drugs and rock n roll’ style for a fresher outlook. The campaign looks to be set in a beachside light filled apartment and outside in front of a bright pink bougainvillea bush. The images star up-and-coming actors Klara Kristin and Jack Kilmer.
Saint Laurent isn’t the only brand releasing campaigns with odd timings this season.
Not only are the collection seasons becoming increasingly more blurred but so too is the timing of campaigns. A/W 15 ads started releasing at an unprecedentedly early month of May this year from brands such as Roberto Cavalli, Isabel Marant and Marc Jacobs when usually images wouldn’t start trickling in until early June.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.