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St. Laurent’s latest campaign isn’t what you expect, and that’s exactly the point. Called A normal dayblends charming styling with completely mundane activities. Relax in the backyard, shop for vegetables, or enjoy tea by the pool. But it’s all done in a complete YSL way.
St. Laurent’s Normal 2025 Campaign
Artistic Director Anthony Vaccarello It uses the charm of everyday life to infuse humor and chic into simple scenes. Images taken by Martin Parr are vivid and cheeky. The leopard print tote features garden carrots, metallic wedges shining in the sun and square sunglasses transform into an attitude statement.
The cast features models Aporin Rocco Faller, Chantal McCann, Laura Rylands, Lee Chen Yuan and Lina Chang. They pose as if they walked straight from the runway to the suburbs. Highlights include the oversized Le5à7 Bea Tote, a sharp shoulder sequin jacket and carved gold accessories.
Food also becomes fashion. To set the scene, there are layered cakes, shiny jelly and fresh fruits. By placing high fashion in the mediocre middle, St. Laurent encourages you to rethink how luxury fits into life. message? Even your most ordinary moments deserve a little extra drama.
