What’s the function of a style marketing campaign if to not promote? Each season sees a model’s “seasonal push” in the direction of a key bag, however it additionally serves as a way to outline and reinforce the model’s identification, seize the cultural zeitgeist, and interact shoppers on an emotional stage. Past going viral on social media, the power to “promote” each when it comes to bodily luxurious items and a compelling narrative is crucial to the marketing campaign’s success. Enter Saint Laurent’s “Tan Strains” By Anthony Vaccarello. Underneath the artistic route of Anthony Vaccarello, photographer Henrik Purienne captures the warmth of summer time in a sequence of titillating visuals.
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Instantly the viewer is greeted with the amalgamation of frisson and style as Saint Laurent’s seasonal releases are photographed alongside a feminine protagonist who has spent languishing hours by the pool, tanning on a tennis court docket, or taking part in gown as much as the sound of outdated cassette tapes. Effervescent and ethereal, she embodies a carefree magnificence that blurs the traces between fantasy and actuality, inviting the spectator right into a world the place model, journey, and luxurious intertwine seamlessly.
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The sequence options an unique number of equipment and life-style merchandise, together with new Saint Laurent Rive Droite collaborations comparable to an unique bicycle developed with Californian specialist Micargi, a star sample tennis racket and matching tennis balls by Wilson, and a singular chromed motorbike helmet by the English luxurious model Hedon. Each the bicycle and helmet might be obtainable from August 1.
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Henrik Purienne superbly captures the solar’s “scorching” rays, juxtaposed with a play of sunshine and shadow because the marketing campaign’s characters cover and emerge, seemingly whiling away the endless-seeming days in anticipation of what the night will carry. The marketing campaign efficiently delivers want, escapism, and creative expression in a single. The Saint Laurent ready-to-wear luggage and equipment shine all of the whereas offered in an elegantly provocative manner.
The sequence of visuals sees Anthony Vaccarello’s creative and inventive route come into play. As Kering aptly describes, Vaccarello has affirmed his sharp, 360-degree imaginative and prescient for Saint Laurent since his appointment in 2016. Saint Laurent’s Tan Strains is an additional extension of Vaccarello mastering the maison’s dynamics, “creating an all-round imaginative and prescient, bringing Saint Laurent into the longer term”.
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