First it began with androgynous looks, then it moved towards men wearing womenswear and now the Saint Laurent SS13 ad campaign sees a female model rocking menswear. In place of past Saint Laurent boys including Morris Pendlebury, Dan Rumpf and Andrew Jones, model Saskia de Brauw was cast as the latest face of the dapper brand. Although it is undeniable that she has a femininity about her, the team has managed to give her a convincing male persona.
The Saint Laurent SS13 ad campaign was lensed by the French fashion designer and creative director Hedi Slimane himself. Shot entirely in black and white, the images complement the vintage rock-inspired outfits. With a Brit boy attitude, the Dutch beauty is a perfect fit for the label.
What's Driving This Trend
- Androgynous Fashion
- Exploring the intersection of masculine and feminine style, creating opportunities for gender-neutral clothing lines.
- Gender-bending Ad Campaigns
- Using models of one gender to promote clothing traditionally worn by the opposite gender, challenging traditional advertising conventions.
- Personalized Fashion Campaigns
- Featuring models who represent a diverse range of identities and styles, connecting with consumers on a personal and relatable level.
Who This Affects Most
- Fashion Retail
- Creating inclusive and expressive fashion campaigns that break gender norms and cater to a diverse customer base.
- Advertising
- Pushing the boundaries of traditional advertising by featuring unconventional models and challenging societal norms.
- Photography
- Exploring unique concepts and perspectives in fashion photography to capture attention and evoke emotions.
