For Winter 2025, Anthony Vaccarello chose Villa Oasis in Marrakech, the former home of Yves Saint Laurent, as the site of the new campaign. The villa had not hosted a campaign since the founder’s passing, which gave the return a distinct resonance. Marrakech carried immense significance for Yves. It was here that he discovered color in a way that altered his design perspective: ochre walls, zellige tiles in rich tones, the fuchsia glow of the evening sky, and the garden’s deep blue all fed into a palette that would shape his work.
Vaccarello drew on these same references for the season. He sought the colors that first transformed the founder’s imagination and used them to frame his own vision. Photographer Drew Vickers brought these elements into sharp focus, capturing their intensity in bold planes. The result set sharp silhouettes against backgrounds that echoed the saturated palette of the villa.
The visual intensity gained another layer through Arnaud Michaux’s collages. He dissected the imagery, slicing and layering saturations that pushed the chromatic density to new heights. His work did not soften or blur but rather intensified the energy, turning each piece into a composition charged with electricity. These collages mirrored the way Marrakech had once electrified Yves’ vision, creating a continuity that connected past to present through pure chroma.
Vaccarello and his collaborators did not stage Villa Oasis as a monument to memory but as a place of living color, capable of producing fresh visual tension. Marrakech appeared not as an echo of Yves’ era but as a force still able to challenge and inspire.
With Anthony Vaccarello directing art and Drew Vickers guiding the lens, the team worked to build a radical, electric vision for the house. The choice of talent, Ajus Samuel and Lota Blaskovic, added contemporary presence to a campaign deeply rooted in place. Their silhouettes cut against planes of color gave the work human scale, grounding the abstraction of collage and saturation in the figure.
Saint Laurent’s Winter 2025 campaign, through its use of Marrakech, underscored the importance of returning to sources without turning them into relics. By reentering Villa Oasis with new eyes, Vaccarello underscored how color can still radiate with immediacy.
