When Anthony Vaccarello replaced Hedi Slimane at the helm of Kering-owned Saint Laurent, the brand wanted a clean slate. So much so that it wiped the brand’s Instagram clear of anything that came before it. This, after Slimane’s tenure where the former Dior designer changed the name of the company, resolutely showed that a new chapter was coming.
On Friday, the company debuted two teasers on the platform (it has deleted Vaccarello’s portrait announcement), which provides a bit of visibility as to what’s to come for the brand.
For the teaser clips, Vaccarello tapped Nathalie Canguilhem, a London-based director he has worked with before on both his own eponymous line and his collaborative Versus Versace project in the past. The move seems to be a bit of an evolution of the portrait series that Slimane himself started and shot during his tenure at the firm, spotlighting muses and models.
Featuring the same black-and-white template (though these photos skew more gray-scale than the saturated palette of Slimane), the posts feature the label’s name done in block letters across moody footage of two models wearing very little. With Vaccarello having been known for the sex appeal of his garments, the footage (which was likely shot in May; the posts contain dates) is in lockstep with his expected vision of the brand.
It is a funny move though to not include any clothes.