WITH “SURF SOUNDS PART I” SAINT LAURENT PARIS PRESENTS A CAMPAIGN THAT EVOKES A FEELING OF RELAXED FREEDOM UNDER THE CALIFORNIAN SUN.
After Psychedelic Rock and Punk tunes Hedi Slimane chooses a softer soundtrack for Resort 2016, creating an innocent sensuality. The melancholic tinkling of a music box emphasizes this season’s vintage-y feel. The inspiration came from “Contemporary Californian Surf Music Culture”, which evolved under golden sunshine and in a warm ocean breeze. It conjures images of long highways running along the wild coast and spacious white villas. This is also the minimalistic setting in which the campaign was shot.
Klara Kristin is shown with natural hair and make-up, wearing variations of desirably comfortable summer dresses. She wears the feminine minis under intriguing leather and denim jackets, overall creating that effortless cool a Parisian brand cannot, and should not, shake. Along with her male colleague Jack Kilmer, she is casually lounging in what could be their home. This sense of realness is additionally reinforced by the photos, like snapshots, catching the models’ endearingly awkward poses and dazed facial expressions. The collection mainly consists of thrift shop classics, the kind of items found by the free-spirited Cali girls. But the creative director didn’t get caught up in the 70s hippie cliché, ensuring a level of sleek luxury that makes up Saint Laurent’s DNA.