Hailey Bieber fronts Saint Laurent’s new campaign, blending vibrant tones, striking visuals and a cinematic aesthetic under Anthony Vaccarello’s direction.
Saint Laurent introduces ‘Tangerine Temptation’, its latest campaign marking a visual shift within the brand’s aesthetic universe. Under the creative direction of Anthony Vaccarello, the maison moves away from its signature monochromatic palette to explore a more vibrant narrative, defined by citrus tones and a high-impact visual language.
The campaign is photographed by Nadia Lee Cohen, known for her distinctive style rooted in cinematic references. In this case, the imagery evokes a reinterpretation of film noir, where saturated colours and sharp contrasts replace the restrained elegance traditionally associated with the house. The result is a visual universe that feels both nostalgic and contemporary, balancing drama with a heightened sense of colour.
At the centre of the project is Hailey Bieber, a recurring figure within the Saint Laurent world. Her presence anchors the campaign, bringing a recognisable identity to a highly stylised narrative. She is joined by Lina Zhang and Jake Hodder, who complete the cast and contribute to the layered visual storytelling.
From a fashion perspective, the collection focuses on the interplay between structured silhouettes and more fluid lines. Tailoring remains a key element, reinterpreted through sharp cuts and defined shoulders, while oversized outerwear introduces volume and movement. Accessories, particularly oversized sunglasses, reinforce the bold, statement-driven aesthetic that runs throughout the campaign.
This approach reflects Vaccarello’s creative vision, which continues to evolve while maintaining the core identity of the brand. The Saint Laurent woman is still defined by confidence, presence and a sense of control, but here that identity is expressed through a more luminous and expressive visual register. The use of colour does not dilute the brand’s DNA; instead, it expands it, offering a new dimension to its established codes.
The choice of tangerine tones is particularly significant. Beyond its visual impact, the colour introduces a sense of energy and immediacy, shifting the mood of the campaign towards something more dynamic. It contrasts with the darker, more minimal aesthetics that have long defined Saint Laurent, signalling a subtle but important evolution.
At the same time, the cinematic direction ensures that the campaign retains a sense of narrative depth. Each frame feels constructed, almost like a still from a larger story, reinforcing the idea that fashion is not just about garments, but about the worlds they create. This alignment between fashion and visual storytelling has become a defining element of contemporary luxury branding.
With Hailey Bieber at the forefront, ‘Tangerine Temptation’ positions itself as more than a seasonal campaign. It represents a broader shift in how Saint Laurent communicates its identity, embracing a more expressive and visually rich approach without losing its signature edge.
The result is a campaign that captures attention instantly while maintaining the sophistication associated with the house. In a landscape where visual impact is key, Saint Laurent delivers a statement that feels both unexpected and entirely coherent with its evolution.
