In 2025, Saint Laurent continues to push the boundaries of luxury, seamlessly blending high fashion with pop culture, fragrance innovation, and even film production. Under the creative direction of Anthony Vaccarello and the strategic leadership of CEO Cédric Charbit, the iconic French fashion house is proving its relevance far beyond the runway.
Austin Butler Headlines New Fragrance Campaign
One of the brand’s standout moments this year is the launch of MYSLF Absolu, a new iteration of Saint Laurent’s MYSLF fragrance. Actor Austin Butler reprises his role as the face of the campaign, bringing emotional depth to the scent’s narrative. In interviews, Butler described how the fragrance evokes personal memories, connecting scent to self-expression. With fresh notes of bergamot and ginger balanced by warmer tones like patchouli and wood, MYSLF Absolu leans into Saint Laurent’s core values: identity, sensuality, and timeless style.
This campaign aligns with a broader trend in beauty—where storytelling and authenticity hold as much weight as ingredients or packaging. For Saint Laurent, it’s another successful effort to connect with a younger, emotionally attuned audience.
Celebrity Fashion Moments
Saint Laurent’s influence remains strong on the red carpet and beyond. Actress Lindsay Lohan, promoting her upcoming film Freakier Friday, made headlines for her vintage-inspired Saint Laurent outfit. Embracing a modern take on early 2000s boho chic, Lohan wore a black off-the-shoulder blouse paired with a flowing sheer skirt and signature Saint Laurent accessories. Her look captured the brand’s ability to blend retro references with modern sophistication.
Meanwhile, global superstar Jennifer Lopez turned heads in a bold pair of Saint Laurent platform heels while travelling in Egypt during her summer tour. The nearly seven-inch maroon patent leather shoes, priced at $1,250, exemplified Saint Laurent’s daring approach to footwear and styling. Paired with a breezy mini dress and oversized hat, Lopez’s look showcased the brand’s global appeal and continued dominance in celebrity fashion circles.
From Runway to Film Festival
Saint Laurent’s ambitions now stretch beyond fashion and beauty. In a bold move that reflects a growing interest in cross-industry storytelling, the brand’s production company, Saint Laurent Productions, is set to participate in the Venice Film Festival. Its latest collaboration is with acclaimed director Jim Jarmusch, marking a major step into the world of cinematic art.
This venture is part of a broader strategic shift for luxury fashion houses investing in cultural capital. Saint Laurent’s engagement with film positions it not just as a style authority, but as a tastemaker in storytelling, identity, and creative direction.
A Brand on the Rise
According to fashion data aggregator Lyst, Saint Laurent ranked among the top fashion brands of the second quarter of 2025—holding its ground alongside Miu Miu and Loewe. This ranking is reflective of the brand’s strong resonance with consumers, both in terms of product appeal and overall cultural visibility.
Saint Laurent’s campaigns continue to evolve visually as well. The Summer 2025 campaign, shot by Glen Luchford, leaned into moody, cinematic compositions. Featuring models like Anok Yai and Penelope Ternes, the shoot highlighted quiet moments of stillness—offering a stark contrast to more frenetic fashion advertising. For Fall 2025 menswear, the brand enlisted legendary actor Christopher Walken, whose weathered charisma added gravitas to Saint Laurent’s tailored leather blousons.
Financial Performance and Leadership
Saint Laurent reported €2.9 billion in annual revenue in 2024, signalling strong performance under new CEO Cédric Charbit. Anthony Vaccarello, creative director since 2016, continues to shape the brand’s visual language with a focus on elegance, sensuality, and sharp tailoring. Their leadership has ensured Saint Laurent remains both artistically relevant and commercially successful.
Final Thoughts
Whether through emotionally charged fragrance campaigns, bold celebrity fashion moments, or ventures into cinema, Saint Laurent is shaping modern luxury with confidence. By embracing its heritage while continually evolving, the brand is proving it’s not just a label—but a global cultural force.
Written by: Christine Daoud
Published on: 7th August 2025