Anthony Vaccarello, appointed as Creative Director of Saint Laurent in April 2016, has since redefined the brand with a vision that feels raw yet undeniably modern. Coming from stints at Versus Versace and his own label, Vaccarello brings an attitude that is effortlessly chic, deeply connected to the Parisian identity Saint Laurent embodies. His collections are less about inventing the wheel and more about sharpening it—paying tribute to the house’s storied legacy while giving it a sharper, edgier narrative.
Vaccarello’s approach blends a deep respect for the atelier’s craft with an unapologetically provocative edge. He’s sculpted a version of the Saint Laurent woman that feels like she’s always lived there—confident, unrestrained, and absolutely in control. This same aesthetic spills over into menswear, with a kind of androgynous allure that doesn’t try too hard yet commands attention. It’s this cohesion across every aspect of the brand that has made his tenure at Saint Laurent a commercial triumph, with sales figures reflecting double-digit growth since his arrival.
Beyond the runway, Vaccarello has harnessed social media in unexpected ways—his initial move to wipe the brand’s Instagram drew criticism, but it also marked a bold reinvention. Under his direction, Saint Laurent’s campaigns feature a modern pantheon of muses, from Hailey Bieber to Zoë Kravitz, capturing an audience that wants to feel connected to both nostalgia and the present. Vaccarello hasn’t just taken on the legacy of Yves Saint Laurent; he’s turned it into something new, something fiercely now.
