The models are dancing. Saint Laurent set its Winter 2026 women's campaign to a Milli Vanilli record and let the cast move to it, which is not how this house usually speaks.
Anthony Vaccarello rolled the campaign out in two parts across August. Talia Chetrit shot it. The song is “I’m Gonna Miss You,” the 1989 Milli Vanilli hit, and the film follows its cast moving to the beat. Rosé stands near the front. So do Liu Wen and Connor Storrie.
The cast
Rosé has been an official face of the house for years, and she carries the campaign’s pop instinct. Liu Wen brings the runway weight, two decades of it. Connor Storrie is the newer name. He was made an ambassador this year and sat in the Paris show alongside Madonna and Charli xcx, and Vaccarello has now moved him into the pictures.
The three read as a plan. A musician, a supermodel, a rising ambassador. Saint Laurent wants the season to reach past the front row, and the casting is that ambition in miniature.
The song
Milli Vanilli is a pointed choice. The duo never sang the tracks that made them famous. The mime unravelled on stage in 1989, and the Grammy was handed back the year after. For most people the scandal is the first thing the name calls up.
Vaccarello knows that. A house built on a fixed, unsmiling image set its women’s season to a record defined by the gap between a face and a voice. The joke is dry and it is deliberate. The clothes stay serious while the soundtrack winks.
Saint Laurent has spent a decade perfecting the unsmiling stare. Setting the women’s season to a lip-synced pop hit is the house allowing itself, for ninety seconds, to be in on the joke.
The Splendid EditThe clothes
The wardrobe is the Winter 2026 women’s line, the lace-and-tuxedo collection Vaccarello showed in Paris. The campaign pulls it wide. Eyewear, pump heels, bags; the accessories carry as much as the tailoring does. This is a season the house wants on the shelf and on the phone at the same time.
Chetrit shoots it the way she shot the men’s campaign earlier in the summer, straight on and plain. Austin Butler held that one still. This one moves. Same photographer, opposite tempo, two halves of a single Saint Laurent year.
Saint Laurent Winter 2026. Courtesy of Saint Laurent
The timing is familiar. September brings the spring shows and the noise that travels with them. Vaccarello answers early, the way he did with the men’s line, and puts the women’s campaign out before the calendar fills.
What lands is the contrast. A serious collection, a silly song, a cast that reaches from K-pop to the couture front row. Saint Laurent rarely lets its register slip. Here it does, and the clothes hold their line while everything around them moves.