The house under creative director Anthony Vaccarello has long positioned itself at the intersection of intellectual minimalism and raw sexuality. Its new fall 2026 campaign distills this tension into 35 seconds of pure mood: Connor Storrie in sunglasses, dancing to Milli Vanilli’s “I’m Gonna Miss You,” flanked by Rosé from Blackpink and supermodel Liu Wen. It’s a departure from runway franzy, yet entirely on brand.
Vaccarello’s decision to cast Storrie speaks to a broader shift in luxury menswear marketing. The actor, known for the acclaimed series Heated Rivalry, signed as a Saint Laurent brand ambassador in January 2026. Since then, he’s become the house’s most visible male face: front-row placement next to Madonna at the spring/summer 2027 menswear show in June, a polka-dot Saint Laurent blouse at the Met Gala. The campaign positions him not as a hypermasculine archetype, but as an understated, almost androgynous presence. The popped collars and head turns suggest confidence without aggression, a departure from how menswear traditionally codes power.
The fragrance at the campaign’s center is Yves Saint Laurent Pour Homme, the 1971 eau de cologne that defined masculine luxury for decades. Vaccarello’s invocation of that era (the campaign echoes the original Helmut Newton photography) signals a deliberate nostalgia, one that reframes ’80s excess as sophistication rather than parody. Milli Vanilli’s synth-driven ballad reinforces the aesthetic: earnest, sensual, unafraid of melodrama.
Casting Rosé and Liu Wen alongside Storrie suggests Saint Laurent’s commitment to gender-fluid and cross-cultural visibility. Rosé, the singer and global fashion influencer from Blackpink, brings contemporary pop cultural weight. Liu Wen, one of the first Chinese supermodels to achieve international prominence, represents the house’s deepening focus on Asian markets and its recognition of modeling’s evolving demographics. Together, the three embody Vaccarello’s vision of luxury as inclusive, sensual, and intellectually rigorous. Wen already appears in the brand’s Love Letter’s Video series.
The campaign arrives as Saint Laurent continues to solidify its position in menswear through both runway presentation and strategic celebrity placement. With Storrie as the flagship face, the house is betting on the actor’s dual appeal: credibility in prestige television, and a hope in a descent role coming for the young actor anytime soon. Saint Laurent gives us an innate understanding of high fashion’s performative dimensions. The result is a campaign that feels neither forced nor diluted, proof that commercial muscle and editorial integrity can coexist. View the video on Anthony Vaccarello’s Instagram page.
