Saint Laurent Spring 2026: The Power of the Female Gaze A magnetic, B-movie-inspired campaign, driven by Hailey Bieber

Anthony Vaccarello continues to sculpt Saint Laurent’s image through the eyes of his most radical collaborators. For the Spring campaign, the Creative Director -marking ten years at the helm of the Rue de Bellechasse house- has once again called upon Nadia Lee Cohen. The protégé of the late Martin Parr delivers a series of shots charged with immediate tension.

The setting is a Californian huis clos, stripped down to a few totem objects: an armchair for surrender and a television capturing raw moments, transforming the scene into an improvised film set. The aesthetic sheds all superfluity to plunge us into the world of 1980s B-movies, a decade that has loomed large over recent seasons. At the heart of this narrative is Hailey Bieber. Whether frozen in a lascivious pose or in motion as she opens a glass door to the outside, she embodies sovereign power. The strength of this production lies in its double female gaze: that of Nadia Lee Cohen behind the lens, mirrored by the model who, in turn, films. Before them, the campaign’s sole male figure becomes a secondary protagonist -an object observed by two women.

To perfect this staging, Beethoven’s Seventh Symphony sets the rhythm for the imagery. This contrast between classical nobility and sulfurous West Coast iconography reminds us that Saint Laurent remains the sexiest brand in luxury.