Saint Laurent’s latest campaign isn’t what you’d expect, and that’s exactly the point. Called An Ordinary Day, it blends glamorous styling with totally mundane activities. Think lounging in your backyard, shopping for veggies, or enjoying tea by the pool. But it’s all done in full YSL fashion.
Saint Laurent An Ordinary Day 2025 Campaign
Artistic director Anthony Vaccarello taps into the charm of everyday life, injecting humor and chic into simple scenes. Shot by Martin Parr, the images are vivid and cheeky: leopard-print totes carry garden carrots, metallic wedges glint in the sun, and square sunglasses turn into attitude statements.
The cast features models Apolline Rocco Fohrer, Chantall McCann, Laura Rylands, Li Cheng Yuan, and Lina Zhang. They pose like they’ve walked straight off a runway and into suburbia. Highlights include the oversized Le 5 à 7 Bea tote, sharp-shouldered sequin jackets, and sculptural gold accessories.
Food becomes fashion, too. There are layered cakes, shiny jelly, and fresh fruit to set the scene. By placing high fashion in the middle of the mundane, Saint Laurent invites you to rethink how luxury fits into life. The message? Even your most ordinary moments deserve a little extra drama.
