The house under creative director Anthony Vaccarello has long positioned itself at the intersection of intellectual minimalism and raw sexuality. Its new fall 2026 campaign distills this tension into 35 seconds of pure ’80s mood: Connor Storrie in sunglasses, dancing to Milli Vanilli’s “I’m Gonna Miss You,” featuring Rosé from Blackpink and supermodel Liu Wen. It’s a departure from runway frenzy entirely, yet still incredibly on brand.

Vaccarello’s decision to cast Storrie speaks to a broader shift in luxury menswear marketing. The actor, known for the acclaimed series Heated Rivalry, signed as a Saint Laurent brand ambassador in January 2026. Since then, he’s become the house’s most visible male face: front-row placement next to Madonna at the spring/summer 2027 menswear show, a polka-dot Saint Laurent blouse at the Met Gala. Shot by photographer Talia Chetrit, known for her work with Arena Homme and Phoebe Philo, the campaign positions him not as a hypermasculine archetype, but as an understated, almost androgynous presence. Confidence without aggression—a departure from how menswear traditionally codes power.

Casting Rosé and Liu Wen alongside Storrie signals Saint Laurent’s commitment to gender-fluid and cross-cultural visibility. Rosé, the singer and global fashion influencer from Blackpink, brings contemporary pop cultural weight. Liu Wen, one of the first Chinese supermodels to achieve international prominence, represents the house’s deepening focus on Asian markets and its recognition of modeling’s evolving demographics. Together, the three embody Vaccarello’s vision of luxury as inclusive, sensual, and intellectually rigorous.

The fragrance at the campaign’s center is Yves Saint Laurent Pour Homme, the 1971 eau de cologne that defined masculine luxury for decades. Vaccarello’s invocation of that era (the campaign echoes the original Helmut Newton photography) signals a deliberate nostalgia, one that reframes ’80s excess as sophistication rather than parody. Milli Vanilli’s synth-driven ballad reinforces the aesthetic: earnest, sensual, unafraid of melodrama.

Sharp ’80s-leaning power suiting meets casually layered looks. Scarves, exaggerated shirt cuffs, excellent leather, and considered knits build a wardrobe that understands restraint as power. The wraparound sunglasses—hero accessory for men this season—lend a slightly freaky feel in the best possible way. For the women, richly colored tweed jackets, patterned silk skirts, chain belts, and the season’s most unafraid moment: see-through PVC pumps. It’s the collection’s clearest statement: luxury isn’t about playing it safe.

The campaign arrives as Saint Laurent solidifies its position in menswear through strategic celebrity placement. With Storrie as the flagship face, Rosé’s star power, and Liu Wen’s global reach, the house is betting on a vision of luxury built for people who refuse to be singular. 

Shop the Saint Laurent Fall 2026 men’s and women’s collections now on ysl.com.