Martin Parr for Saint Laurent: Cheerful Garden Kitsch
After the luxury brands have enjoyed being staged by Juergen Teller in recent months, 2025 may be a fashion year with Martin Parr.
Anthony Vaccarello's world is populated by leggy Amazons with tightly slicked-back hair. They wear power suits in muted colors and occupy coolly furnished rooms. This makes the images that the Saint Laurent designer presents us with in his current advertising campaign all the more astonishing.
The image shows a convivial gathering in a garden. Coffee, cake, and sandwiches are served among mismatched retro furniture and floral china. Those present are wearing Saint Laurent, and expensive bags and jewelry are scattered throughout the backdrop. Someone has been clearing out their garage for a sale.
The aesthetic seems familiar, as the images are by Martin Parr – the British photographer who once conquered the art world with his eccentric beach photos. But fashion also loves the Brit's brightly colored realism, because no one elevates the mundane as masterfully as he does. He can make us all feel a little bit special – no matter where we are. Even in a perfectly ordinary garden, even if we don't have a Saint Laurent outfit on hand.
Berliner-zeitung
