Model Chloë Sevigny teams up with fashion icon Kate Moss in the latest Saint Laurent campaign titled "Velvet Heat."
In an unconventional move, fashion icon Kate Moss served as the creative director for Saint Laurent's Fall 2025 pre-collection campaign. Under the guidance of Saint Laurent's creative director, Anthony Vaccarello, Moss was given the freedom to reinterpret the collection through her unique perspective, without any script or set.
The campaign, titled "Velvet Heat," was shot in the vibrant city of Los Angeles. Moss, along with longtime friends and iconic models Chloë Sevigny and Frankie Rayder, took centre stage in this intimate and authentic portrayal. The images capture organic moments of friendship and freedom, showcasing key pieces like silk skirts, leather blouses, and new accessories amid a cinematic, sunlit backdrop.
Mert Alas was responsible for the photography in the campaign, blending vintage vibes and modern elegance. The models embodied Saint Laurent’s timeless cool, style, and effortless confidence, with themes of freedom, friendship, and spontaneity central to the narrative. Accessories like sunglasses, bold gold jewelry, and signature YSL bags complemented the apparel in this story-centric approach.
Moss's involvement was pivotal in steering Saint Laurent’s Fall 2025 pre-collection away from traditional advertising. She literally "steered" the campaign, as seen in the images of her driving along Sunset Boulevard and relaxing poolside. The campaign's closing sentiment emphasised the authenticity of the images, suggesting that the scenes were "real moments" and "nothing staged".
The campaign also hints at the possible cult-movie potential of Moss, Sevigny, and Rayder, referencing the movie Bound. The images portray a portrait of friendship, with the trio at the heart of the narrative. The short film accompanying the campaign includes a whispered narrative by Moss, reinforcing the wild, free spirit of Saint Laurent’s identity for Fall 2025.
In the images for the campaign, Moss is seen driving a convertible down Sunset Boulevard, wearing a fur coat and black sunglasses. A poolside tableau featuring Moss, Sevigny, and Rayder is also a highlight of the campaign. The clothes in the campaign, such as silk skirts and leather blouses, resemble items that Moss might casually select from her own closet.
The campaign serves as a reminder that style maintains its own pace, suggesting a certain freedom and timelessness. The images aim to capture a sense of friendship and underline the idea that style operates independently of conventional time constraints. The accessories in the campaign, including classic sunglasses and gleaming gold jewelry, are kept simple yet catchy, especially when contrasted with the chlorinated blue.
In conclusion, Kate Moss's creative direction for Saint Laurent's Fall 2025 pre-collection campaign has resulted in an intimate, authentic portrayal anchored in personal style and narrative freedom. The inclusion of Sevigny and Rayder adds layers of legacy and attitude, making the campaign a blend of fashion and storytelling rooted in real moments rather than contrived setups.
- The campaign, titled "Velvet Heat," brings together Kate Moss, Chloë Sevigny, and Frankie Rayder, creating a fusion of fashion-and-beauty, entertainment, and a celebrity-led narrative that reflects their unique lifestyles.
- The intimate and authentic portrayal of Moss, Sevigny, and Rayder in Saint Laurent's Fall 2025 pre-collection campaign offers a glimpse into their lives, blurring the lines between fashion, celebrity, and lifestyle.
