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In a scene that reveals an aura surrounding Saint Laurent’s “Night time Swim,” we’re invited to ponder an aura of silence and inaction. It merely shouldn’t be unnerving for the viewers and initiates a thought of their collective thoughts: what’s the theme behind this minimalistic creation showing to drift on the horizons of haute couture-cart?
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The director, Purienne; the stylist: Anthony Vaccarello; the supermodels: Frankie Rayder and Erin Wasson-thought of in an aquatic, moody perspective, in accordance with Susan. A extra minimal method: solely the title, the inventive workforce, and hashtags #YSL and #SaintLaurent. No dialogues, not story abstract to wade by way of. Only a bunch of vibes. And actually, does it must be extra?
In relation to the clip, the transient seconds creeped cynically with remarks “Buu mum” to generously sprinkle the air with darkish, attractive, and effortlessly beautiful Saint Laurent vibes. The style fraternity wasted no time absorbing each body of it, offered that they weren’t given any context: some declare it’s a teaser for an upcoming marketing campaign, and a few would favor to think about it as an impartial art work. No matter manner it’s put forth, these are the classics of Saint Laurent: clarification much less, extra ambiance.
That is fairly odd since a publish from a home of this caliber would have already been flooding feedback thick and quick. Perhaps everyone seems to be so busy re-watching that brief movie attempting to concoct some form of that means from it, or perhaps everybody simply stays agape in disbelief of how a lot class it oozes.
Certainly, this isn’t the primary time that Vaccarello celebrated ambiguity. Hydra-ing additionally from the inventive director’s chair, he grew to become identified for these sorts of campaigns-the cinematic expertise moderately than advertisements in a fuzzy class distinction. Bear in mind these black titillating desert photographs? Shadow-walks down slim road alleys of Paris? That is only a additional leap in that direction-selling a fantasy greater than promoting garments.
The berets are off: with Rayder and Wasson within the driver’s seat, such fantasy is doing very effectively. The mere presence of both conjures a shared nostalgia for the early-2000s, when style movies began to tentatively straddle publicity and artwork.
Properly, the payoff? Saint Laurent gained’t clarify itself. It’s meant to look at, ponder, and after some time, conjure some feeling. Whether or not ‘Night time Swim’ is gearing in direction of one thing greater or just attempting to promote a number of tarnishing moments of submission that has by no means regarded prettier, one factor’s for certain: it’s laborious to maintain your eyes off it.
Now that may be a huge deal in a world of style the place the eye span is shorter than an precise runway stroll.
Additional particulars about whether or not that is in tandem with bigger campaigns or collections have but to floor, however weighing in previous initiatives, Saint Laurent devotees are higher off remaining vigilant. We’ve a intestine feeling that this watery thriller preface will definitely not be the finale.
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Properly, for now: watch, wait, and if the chance arises, make the leap right into a midnight swim of your own-well, metaphorically, until you do have a Saint Laurent swimsuit! [Focus on the Guards: Are we clear now?]
