Jane Birkin Is the New Face of Saint Laurent's Le Smoking Campaign

Hedi Slimane scored himself another iconic campaign star.
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Alyssa Vingan Klein
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Hedi Slimane scored himself another iconic campaign star.
Photo: Hedi Slimane for Saint Laurent

Photo: Hedi Slimane for Saint Laurent

Industry power players have been in a standoff of sorts over the past few seasons with brands clamoring to cast the most iconic faces possible in their campaigns. From Céline's Internet-breaking spring 2015 ads featuring Joan Didion to the pop-culturally significant Calvin Klein and Balmain ads featuring the likes of Justin Bieber, various members of the Kardashian/Jenner clan and the most well-known '90s supermodels, respectively, international brands are turning to big names with greater frequency with the hope that such castings will set their campaigns apart from the rest. 

As per usual, Hedi Slimane — who's featured the likes of Joni Mitchell, Courtney Love and up-and-comers like celebrity offspring Dylan Lee — proved his marketing prowess by calling upon one of the most recognizable names in fashion for Saint Laurent's latest campaign, shot at the brand's revamped couture house in Paris: none other than Jane Birkin. The French model, actress and woman with the world's most exclusive handbag named after her poses in Le Smoking tuxedo, which has been a signature of the label since the 1960s — when Birkin was just starting out in her 20s. Now 69, Birkin joins a number of more mature ladies winning seasonal campaigns, including Sophia Loren for Dolce & Gabbana and Bette Midler for Marc Jacobs.

While campaign season has already come to a close, this late entry is one of spring's biggest casting coups. In our opinion, the only way this could be more epic was if Birkin was styled with one of Saint Laurent's grunge tiaras. Here's hoping.

Photo: Hedi Slimane for Saint Laurent

Photo: Hedi Slimane for Saint Laurent