Saint Laurent’s creative director Anthony Vaccarello introduces a cinematic end-of-year campaign titled “As Time Goes By,” inspired by Marcel Proust’s 1913 novel In Search of Lost Time. Partnering with British artist and filmmaker Nadia Lee Cohen, the French fashion house blends luxury and culture in a series of emotionally driven videos.

Narrated by British-French actress Charlotte Gainsbourg, the clips explore themes of memory and time, guided by quotes from Proust’s work. “Certain memories are like friends in common, they can bring about reconciliation,” says one voiceover, while another reflects, “If a little dreaming is dangerous, the cure is not to dream less but to dream more, to dream all the time.”

The campaign features a diverse lineup of talent, including models Awar Odhiang, Gaëtan Bianchi, Penelope Ternes, and Ava Shipp, alongside actor Travis Bennett, filmmaker John Waters, and TikTok star Addison Rae. American actress Chloë Sevigny also makes an appearance, further fusing cinema and fashion—a recurring theme in Saint Laurent’s storytelling approach.

“As Time Goes By” is available across Saint Laurent’s official website, Instagram, and YouTube. As the brand prepares for a new CEO in January, this campaign highlights Saint Laurent’s focus on experiential, aspirational content that transcends traditional holiday marketing.

Powered by Saint Laurent Productions, the maison delivers an immersive narrative that appeals to consumers on a sentimental level, solidifying its position at the crossroads of luxury, art, and culture.