'An Ordinary Day' takes a refreshing approach for Summer 2025 by embracing the eccentricities of everyday life
By The Fashion Editorial Team
Conceived and directed by Creative Director Anthony Vaccarello and photographed by legendary artist Martin Parr, the Summer 2025 collection and campaign upends our perceptions of fashion and beauty.
By subverting expectations and injecting humor into mundane summer activities, Parr transforms ordinary pursuits into high-fashion spectacles. Set against the backdrop of British suburbia's cluttered charm – complete with teacups, plastic grapes, and a dog in sunglasses – the campaign revels in the beauty of banality. Models lounge around garden tables, sip from floral china, and pose beside bowls of costume jewelry and pineapple-upside-down cake, all while clad in Saint Laurent's gleaming, jewel-toned tailoring and statement accessories.
The result is a tongue-in-cheek collection that finds glamour in the gaudy and luxury in the low-key. Vaccarello's ever-sleek silhouettes take the focus alongside Parr's satirical sensibility, resulting in images that are both humorous and sophisticated. The brand's signature style has never been more irreverent or playful.
The cast features models Apolline Rocco Fohrer, Chantall McCann, Laura Rylands, Li Cheng Yuan, and Lina Zhang, who transition with ease from the runway and into suburbia. Highlights include oversized handbags, sharp-shouldered sequin jackets, and sculptural gold accessories that elevate everyday moments into high-fashion spectacles.
Saint Laurent's 'An Ordinary Day' is an eccentric commentary on how we get along with luxury, beauty, and the mundane. By embracing the unusual, Parr and Vaccarello create a sense of intimacy and familiarity, inviting us to join in on the fun and revel in the nuance of summer moments.
As we step into this world of hyper-saturated domesticity, where nostalgic plastic chairs and sunburns meet glamorous tailoring and statement accessories, we are reminded that even the most ordinary moments deserve a little extra YSL drama.
Watch the full video campaign here.