Looking like the opposite of a “Loser,” Beck Hansen plays a big role in Hedi Slimane’s rebranding efforts as the male star of the new Saint Laurent creative director’s first ad campaign. And we think it’s a perfect fit.
A new video for part II of the brand’s spring 2013 campaign shows Hansen, who does not seem to age, and female campaign star Edie Campbell in Slimane’s signature black and white imagery, set to Beck’s “Paper Tiger” from 2002′s Sea Change.
It makes sense for the hip, modern-yet-retro image Slimane is trying to project with Saint Laurent. So far, the only stars we’ve seen wearing the collection are musicians (and the supermodels that date them), like Lady Gaga, Keith Richards, Sky Ferreira, and Gwen Stefani on the cover of Vogue.
Beck is one of many musicians Slimane has photographed pre-Saint Laurent and we’d be willing to bet the slim rocker has been sporting Slimane’s Dior menswear for years.
In the ads, Hansen and Campbell both look natural and effortlessly cool.
The reviews may not have been great, but with a cool, of-the-moment campaign and salable collection, perhaps Saint Laurent is really “Where It’s At.”
Watch the video below and click through the gallery to see the full campaign.