Saint Laurent Spring 2016 Ad Campaign Is All About Tiaras
Saint Laurent’s spring/summer 2016 campaign celebrates the punk princesses of the world – in a sense. The black and white photographs capture the micro-mini skirts of the collection, as well as the regal aspects, like a fur overcoat. But of course, as with any princess, you can’t forget the tiara!
Models Signe Lund and Steffi Soede embodied the roles they were cast to portray of glamorous girls with rebellious, grungy sides. When you look at these photos, you can’t help but be transported back to the fashion of the ‘90s, with the era’s staple grunge showing up in the outerwear, as well as the laidback nature of the models.
Hedi Slimane is the creative director of Saint Laurent Pairs, and is thus at the helm of this ad campaign. He chose to debut the tiara concept back when the collection walked the runway, and it seems to work even better in the campaign’s still shots than it did on the runway. We were thrilled when we saw that Saint Laurent had improved significantly from the past year, and now seeing the campaign makes it much more enjoyable. While we were able to see the great pieces on the runway, the black and white photos provide a new, elevated platform for the overall looks, which serve to further express the grungy glamour of the overall ensembles.
Sequins and metallics are a large part of the Saint Laurent spring/summer 2016 collection (sparkle and shine is definitely in this year), and even with the monochromatic photos you can see exactly how much went into the clothes.
A sleek and simple cowled mini dress was featured underneath an almost elegant fur jacket, which only further emphasized the regality of the tiara. But, of course, Slimane wouldn’t want to let that go unchecked. So a pair of knee-high riding boots was paired with it to remind the viewer exactly what the whole collection is about.
As we were shown when the collection walked the runway, this season shows Saint Laurent with a greater balance between “sexy” and what could be construed as “trashy.” While some of the overall looks even in the campaign were skirting the line more than others, nothing blatantly crossed the line. Slimane was able to maintain his clear vision of juxtaposing grunge and glamour, without falling too far to one side or the other at any given time.
But of course, the real star of the Saint Laurent spring/summer 2016 ads is the tiara. Whether as a symbol or an accessory, you can’t deny the stunning regality they provide to the looks. Many little girls imagine life as a princess, but many still have that spark of rebellion within them. Here, Slimane has cultivated those harbored feelings and created a collection that transforms them into clothes fit for young adults.
Regardless of the past year’s misstep, the new spring/summer collection has more than made up for that. And with the release of this campaign, there is room for further reassurance. Slimane, and other executives at Saint Laurent, do know what they’re doing, and we hope to see increasingly great lines walk the runway in the seasons to come.
Photos courtesy of Saint Laurent