STYLE Edit: Saint Laurent’s Spring Summer 2021 Digital Project juxtaposes virtual and offline worlds – from augmented reality to old school street posters
In the world of fashion, there’s a plethora of inspirations, mindsets and methods that creatives use when conceiving their seasonal collections – helping designers capture the mood they want to present, and better communicate their vision to their clientele and the public at large. These messages are then amplified by elaborate launches with exciting lighting design and sprinkled with celebrities, or glossy magazine spreads in industry bibles.
We are only infrequently given a taste of the motivation and conception that coalesces behind a collection of couture pieces. Some designers look to bridge that gap by presenting not just their finished concepts, but the process as a whole, showing the range of devices that they have used in the pursuit of their art, cataloguing their passionate journey of creativity and fashion.
How AI could jump-start the luxury sector – with China’s help
Now a fresh collection by Saint Laurent creative director Anthony Vaccarello, the Saint Laurent Spring Summer 2021 Digital Project, unveils a unique virtual and physical showcasing of this experience.
Bringing together videos, augmented reality, 3D lenticular imagery, a music playlist, street posters, hidden stickers, photo walls, flags and more, these disparate elements all connect places around the world, digitally and physically.
5 things you didn’t know about Yves Saint Laurent, founder of YSL
The pieces are impossibly cool, and each tells a story of the art behind it – rejecting the staleness that has become common place in so many campaigns, and embracing the eclectic nature of fashion influence and evocation.
The inspiration behind the materials, forms and spectrum of colours is ultimately the catalyst. But Vaccarello sets an impressively high bar for the curation of media in his new project, true to the style in which he has moved the brand forward since his appointment as creative director in 2016.
STYLE Edit: Saint Laurent takes a trip back to the ’80s
For the SS21 campaign, there is a focus on horizons – reaching for them, looking towards the future, “no matter how long the night is”. Shot on the rooftops of Paris, the iconic architecture of the city is juxtaposed against the sky – imagery to connect us back to design and the brand’s oeuvre.
It’s an appropriate visage for the historic house, which has evolved for the 21st century and manages to achieve continuity and redefinition at the same time.
Want more stories like this? Sign up here. Follow STYLE on Facebook, Instagram, YouTube and Twitter .
Creative director Anthony Vaccarello unravels the creative process in his daring new online/offline, physical/virtual campaign, which combines videos, augmented reality, 3D lenticular imagery, a music playlist, street posters, hidden stickers, photo walls and flags to connect the digital and physical realms relevant to our new fashion normal