Fashion star Chloe Sevigny partners with Kate Moss in Yves Saint Laurent's "Velvet Heat" campaign.
In an unprecedented move, Saint Laurent has unveiled its Fall 2025 pre-collection in a unique and intimate campaign, titled "Velvet Heat." The campaign, set in the vibrant city of Los Angeles, features three iconic 90s style icons - Kate Moss, Chloë Sevigny, and Frankie Rayder - collaborating to bring a personal touch to the brand.
Anthony Vaccarello, the creative director of Saint Laurent, handed the keys of the pre-collection to Kate Moss, allowing her to interpret the collection through her own lens. Moss, who traded the runway for the driver's seat, drove through LA, styling pieces such as silk skirts, leather blouses, and bold accessories like gold jewelry and classic sunglasses.
The campaign, captured by the lens of renowned photographer Mert Alas, does not reveal any new locations or vehicles used, but it does mention a pool, drive, house, and party. The images capture a sense of "heat and silence," and hint at a cult-movie feel, reminiscent of the movie "Bound." The relaxed yet stylish imagery is a portrait of friendship and a reminder that style keeps its own timetable.
Moss is depicted as the author of the story in the images, with the campaign closing with the sentiment, "A pool. A drive. A house. A party. Real moments - nothing staged." This approach frames the fashion not just as clothes but as part of a lifestyle and story authored by the models themselves, emphasizing natural moments over traditional studio shoots.
The collaboration was less about scripted promotion and more about capturing a real, personal, and iconic portrayal of the Saint Laurent Fall 2025 pre-collection through the eyes and personalities of three enduring style icons in an authentic Los Angeles setting. The campaign does not indicate any new creative director or handover of keys for the brand.
[1] [Saint Laurent Press Release] [2] [Vogue Runway] [3] [The Cut] [4] [WWD] [5] [Harper's Bazaar]
Fashion enthusiasts eager for the latest trends from Saint Laurent's Fall 2025 pre-collection will find a fusion of lifestyle, fashion-and-beauty, entertainment, and celebrities in the brand's unique campaign, "Velvet Heat." The campaign, featuring iconic models Kate Moss, Chloë Sevigny, and Frankie Rayder, transcends traditional studio shoots by capturing real moments, underscoring style's ability to set its own timetable.
