SAINT LAURENT LAUNCHES NEW CAMPAIGN: "AN ORDINARY DAY"

words by NATALIE GAL

Photographed by Martin Parr, Saint Laurent's latest campaign, "An Ordinary Day," captures a true sense of 80s nostalgia.

There’s something about the 1980s that we just can’t let go of. People often say that fashion is cyclical, that trends come and go, but I think it's more than that. Some decades were simply golden. When creativity flowed freely and style felt both bold and effortless. What was new then isn’t aged or outdated now, but timeless. The 70s and 80s stand out as iconic eras we can’t help but return to for inspiration.

We poke fun at the decade sometimes—scrunchies, shoulder pads, neon everything—but somehow, the charm always remains. That playful, rebellious spirit keeps calling us back. And now, Saint Laurent's new campaign is a perfect example of how that warm magic can be reimagined with a modern edge.

Under the creative direction of Anthony Vaccarello, "An Ordinary Day" is vibrant, sweet, and soaked in nostalgic charm. The visuals, brought to life by Parr, blend candid everyday moments with our loved ones around the table, but with high fashion flair, reminding us why the 80s continue to inspire generation after generation.