Anthony Vaccarello invited Kate Moss to take full creative control for Saint Laurent Fall 2025 campaign. With no fixed concept or studio limitations, Moss shaped the visual direction herself, working outside traditional campaign structures. She stepped away from scripted sets and chose the skies of Los Angeles as the setting, opting for movement, spontaneity, and a sense of freedom.
Moss didn’t work alone. Longtime friends Chloë Sevigny and Frankie Rayder joined her, contributing to the tone and texture of the project. Their presence added familiarity and ease to the shoot, which plays out like a personal document rather than a traditional fashion editorial. The campaign features quiet Los Angeles moments, sunlight, shadows, and private spaces, where Moss directs the gaze without overt narration.
The new pre-collection features silk skirts that fall with controlled softness, leather blouses shaped for direct impact, and accessories that frame the styling without distraction. One of the key elements introduced in the campaign is a fresh selection of sunglasses. They sit confidently in the frame, supporting the clean silhouettes and building on the season’s wardrobe.
Photographer Mert Alas captured the scenes with a focus on texture and clarity. His lens follows Moss and her collaborators as they move through stillness and heat, offering close attention to fabrics and expressions. The absence of artificial staging or clutter lets the clothes and personalities speak directly to the camera.
The connection between Moss, Sevigny, and Rayder shapes the visual rhythm, providing moments of softness and power without theatrical gestures. The clothes hold their own, but the campaign’s impact comes from the human energy that carries them.
Moss’s decision to work without a narrative arc gives the campaign its shape. She returns to instinct. The locations, lighting, and casting choices reinforce this. Los Angeles functions more as a condition than a subject, heat, silence, and open space.
