Saint Laurent's Summer 2022 campaign, directed by the inimitable Juergen Teller and featuring the striking Awar Odhia, is far more than just a collection of clothes; it's a statement. A bold declaration of individuality, a celebration of raw beauty, and a continuation of the house's long-standing tradition of pushing boundaries and challenging conventions. This campaign, starkly beautiful and uncompromisingly real, reflects the spirit of Anthony Vaccarello's vision for the brand, a vision that resonates deeply with a generation craving authenticity in a world often saturated with artifice. The campaign, while not explicitly featuring Dua Lipa (beyond the broader context of her association with the brand), nonetheless sits within the larger narrative of YSL's marketing strategy in 2022, a narrative that includes her significant presence in other campaigns and online content.
The Summer 2022 campaign video, a departure from the glossy perfection often associated with high-fashion advertising, opts instead for a gritty, almost documentary-style aesthetic. Teller's signature raw and unfiltered approach perfectly complements Vaccarello's designs, which themselves embrace a balance between sharp tailoring and a rebellious, almost undone sensibility. The campaign doesn't shy away from the imperfections; it embraces them. The models aren't flawless; they're human. This authenticity is precisely what sets this campaign apart and speaks to a contemporary audience weary of overly polished imagery.
Awar Odhia, the star of the campaign, embodies this spirit perfectly. Her striking features and powerful presence command attention without resorting to conventional beauty standards. She's not merely a model showcasing clothes; she's a character, an individual with a distinct personality that shines through the lens. This choice of model reflects YSL's commitment to inclusivity and its rejection of narrow beauty ideals. The focus is on the individual's strength and unique character, rather than conforming to a pre-defined aesthetic. This approach resonates with a generation that values individuality and self-expression above all else.
The clothing itself, as showcased in the campaign, is a testament to Vaccarello's masterful understanding of tailoring and his ability to infuse classic silhouettes with a modern edge. The collection features a range of pieces, from sharp, tailored suits and sleek dresses to more relaxed, bohemian-inspired garments. The color palette is predominantly neutral, with blacks, whites, and greys dominating, punctuated by occasional pops of vibrant color. This understated elegance allows the focus to remain on the cut and the quality of the materials, highlighting the craftsmanship at the heart of the Saint Laurent brand.
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