Saint Laurent Soaks Up The Sun With Its New “Tan Lines” Campaign for Summer 2024

Haunting the grounds in various states of undress, she epitomizes the persona of Saint Laurent Rive Droite: a lifestyle where a rakish yet sophisticated sense of taste extends beyond fashion and into every aspect of one’s domestic habitat. But while the visual and narrative content of the campaign is another strong example of Anthony Vaccarello’s consistent vision for Saint Laurent, it is in the form this content takes and its potential for digital distribution that the campaign really has its marketing brilliance.

While the film forms one cohesive cinematic entity, it is also cleverly constructed across distinct visual vignettes, each of which can be released across Instagram stories and reels, TikTok, and other digital channels over the course of several weeks. The brand thus achieves a strong and steady cadence of artisanal visual content that drives engagement and awareness, extending into the digital conversation this ideal of an endless Saint Laurent summer. The campaign was directed by Romain Wygas with photography by Purienne.