Saint Laurent is fully embracing high drama with “Tangerine Temptation,” the latest campaign vision from creative director Anthony Vaccarello. As expected, this isn’t just a seasonal drop, it’s a cinematic moment.
Shot through the unmistakable, surreal lens of Nadia Lee Cohen, the campaign trades Saint Laurent’s signature moody monochrome for something far more electric. Think vintage noir, but drenched in neon saturated, stylized, and impossible to ignore.
Leading the narrative is Hailey Bieber, bringing her effortless “it-girl” presence fresh off her recent Rhode takeover. Alongside models Lina Zhang and Jake Hodder, she moves through a series of hyper-curated scenes that blur the line between retro glamour and modern edge.
The collection itself mirrors that tension. Sharp, structured tailoring meets fluid silhouettes, all wrapped in a warm, citrus-toned glow that lives up to the campaign’s name. Oversized sunglasses, bold outerwear, and statement pieces anchor the visuals reinforcing Vaccarello’s signature vision of a Saint Laurent woman who commands attention without trying too hard.
Take a look at Bieber in action for Saint Laurent above and head to the brand’s website for more info.
With “Tangerine Temptation,” Saint Laurent once again proves that fashion campaigns can be more than just imagery, they can be an entire mood, a story, and a world you want to step into.