Starting with Addison Rae, Joey King, Charlotte Gainsbourg, John Waters, Chloë Sevigny, Travis Bennett, Cooper Koch, and many others, the new YSL new campaign ‘As Time Goes By’ , takes us into the world of Saint Laurent’s favorite literary reference, In Search of Lost Time by Marcel Proust.
Styled by the Chloe and Chenelle sisters, and narrated by Charlotte Gainsbourg, the campaign presents a series of videos and key themes: love, memory, desire, togetherness, dreaming, and time. Directed by Nadia Lee Cohen, the campaign invites us to reflect on the passage of time, longing, and transformation, all through the lens of fashion.
The films explore five different scenarios and settings, each offering a fresh perspective on the collections and providing a beautifully curated narrative. The campaign transports us through time, blending YSL’s classic, nostalgic feel with the renewed energy of the modern brand.
Incorporating the themes of In Search of Lost Time into each video, we connect with the characters through Proust’s literary exploration of memory and longing. In “Love” and “Desire,” we see how these emotions manifest in our longing for someone or something. In “Time” and “Dreaming,” we reflect on what could have been and reminisce about the past, demonstrating how, even as time moves forward, we continue to yearn for what once was—linking back to the theme of desire. “Togetherness” brings the campaign to its heart, illustrating how everything and everyone is interconnected, represented by the YSL brand.
Beyond the powerful storytelling, the campaign showcases YSL’s unique collection—featuring impeccably handcrafted handbags, fine materials, and luxurious fabrics. YSL reminds us of what everyday luxury should feel like, blending seamlessly with the narrative to highlight the brand’s timeless aura and legacy.
Even with the world constantly changing and fashion constantly in the go, the film showcases how YSL legacy is portrayed as a never ending luxury that has been displayed over the years and will continue forever. With an incredible cast and direction, the film portrayed all six scenarios into the perfect holiday spirit and sultry feel.
