The Saint Laurent [IG] Winter 2025 Campaign travels south to Morocco — destination Villa Oasis, the Marrakech property purchased by the designer and Pierre Bergé in 1980 in order to save it from ruin.

This is the first time that the private residence for Saint Laurent and Pierre Bergé — Villa Oasis — has been used for a commercial campaign. The property also includes the Jardin Majorelle botanical garden, as part of the 1980 property purchase.

In 2017, the Musée Yves Saint Laurent Marrakech, a separate modern museum opened nearby, funded by the Fondation Jardin Majorelle, which manages the garden, the Villa Oasis, and the museum.

Models Ajus Samuel, Libby Taverner, Lota Blaskovic and Noor Khan are center stage in the large collection of visuals developed for the Saint Laurent Winter 2025 Campaign.

Drew Vickers [IG] acts as photographer and director for this artistic color explosion, styled by Paul Sinclaire and with the actual collages created by Arnaud Michaux⁣ [IG].

Collage effects are unusually effective in the campaign, acting as a metaphor for the French-Moroccan cultural design fusion that has fueled French design for decades. The synergy between the two cultures is a foundational element in the careers of Yves Saint Laurent and other designers in fashion and interior spaces.

It’s important to not treat Morocco and especially Marrakech as a trend or an influence on French design. Marrakech and Morocco are embedded in the DNA of French design.

Yves Saint Laurent first visited Marrakech in 1966 and famously said “Morocco gave me colors”. The interplay between French haute couture and Moroccan craftsmanship became a signature element in his work.