Cinematic touches carry an end-of-year campaign from French fashion house Saint Laurent’s creative director Anthony Vaccarello.
A series of videos inspired by French novelist Marcel Proust’s 1913 novel In Search of Lost Time headlines the holiday effort entitled “As Time Goes By.” By aligning with auteurs such as British artist and filmmaker Nadia Lee Cohen, Saint Laurent situates itself at the intersection of luxury and culture.
Cinematic storytelling
The visual storytelling experience is guided by auditory expressions of various phrases from Mr. Proust’s literary classic.
Narrated by British-French actress and singer Charlotte Gainsbourg and released on a rolling basis beginning in November, the clips present emotional reflections, exploring themes including memory and time.
“Certain memories are like friends in common, they can bring about reconciliation,” a voiceover shares in one video.
“If a little dreaming is dangerous, the cure is not to dream less but to dream more, to dream all the time,” another says.
The videos feature sentimental titles driven by terms such as "Love," "Togetherness" and "Desire"
The campaign is fronted by a range of talents, from models Awar Odhiang, Gaëtan Bianchi, Penelope Ternes and Ava Shipp to actor Travis Bennett, filmmaker and writer John Waters and breakout TikTok star Addison Rae.
“As Time Goes By” is available across Saint Laurent's digital platforms, including its official website, Instagram and YouTube.
Fusing art and fashion
As Saint Laurent prepares for a new CEO to step in by January of next year (see story), “As Time Goes By” emphasizes the brand's willingness to take an experiential approach to luxury marketing.
The maison has crafting an immersive tale that transcends traditional holiday narratives. Powered by the Saint Laurent Productions platform, the brand moves beyond product-focused messaging with the aspirational content, appealing to consumers in a sentimental manner.
Former Saint Laurent ads have also featured characters from behind Hollywood cameras (see story). Similarly, “As Time Goes By” casts industry heavyweights such as American actress Chloë Sevigny, continuing an attempt to seamlessly fusing the worlds of cinema and fashion.
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