Bask in the sun-soaked glamour of the Riviera in Saint Laurent's "Plein Soleil" Summer Advertising Effort
The latest summer campaign from Saint Laurent, titled "Plein Soleil," is a beautiful ode to the effortless elegance of the French Riviera. Shot by photographer Zoë Ghertner, also known as Purienne, the campaign captures the natural beauty of the sun-drenched Mediterranean environment.
The campaign is set against the backdrop of the Riviera, with its glistening waters and sunlit landscapes serving as a natural stage for the models and clothing. The styling is minimalist and natural, reflecting the relaxed atmosphere of a Riviera afternoon. Models are depicted with tanned skin and hair that still carries the texture of a recent swim, emphasizing a carefree summer vibe.
The color palette for the campaign is a delightful mix of bold and pastel hues, highlighted by the presence of pink surfboards and olive swimwear. This color scheme blends playfulness with a sense of sophistication, creating a visual narrative that feels both nostalgic and immediate. Purienne's photography alternates between color and monochrome frames, capturing the essence of summer memories while maintaining a modern aesthetic.
The clothing style in the "Plein Soleil" campaign is stripped back to what a Riviera summer demands: simple, yet exacting pieces that form a summer uniform. This style is both natural and precise, reflecting Saint Laurent's take on effortless chic. The aesthetic of the campaign can be compared to a single chord in a Serge Gainsbourg riff, encapsulating the French Riviera's timeless allure.
One notable aspect of the campaign is the absence of any elaborate styling elements. Instead, the Riviera's midday saltwater glare serves as the primary styling element, casting a golden hue over the models and clothing. This approach ensures that the campaign remains authentic and true to the spirit of the Riviera.
In conclusion, the "Plein Soleil" summer campaign by Saint Laurent is a celebration of the laid-back yet stylish essence of a Mediterranean summer. The campaign's minimalist approach, combined with its vibrant colors and monochrome frames, creates a visual narrative that resonates with viewers, transporting them to the sun-soaked shores of the French Riviera.
The campaign extends its emphasis on relaxed, effortless elegance to various facets of lifestyle, taking inspiration from the Riviera for both fashion-and-beauty and home-and-garden settings. The campaign's color palette could easily adorn a stylish coastal home, blending seamlessly with luminous Mediterranean hues.
