Saint Laurent: Togetherness

The uniqueness of this Saint Laurent advertising is something truly remarkable and extraordinary. Fashion, art, literature and cinema are all blend together to sell us an exact sense of closeness, or "Togetherness". As defined by author Marcel Proust, it's about "being with the people one loves, to speak to them. Not to speak to them. It is all the same" and the author is present through some of his words in the classic novel "In Search of Lost Time" as the characters played by Cooper Koch and Awar Odhiang read next to each other while in bed, sharing a silent and peaceful moment absorbed with the book, and as the images slowly reveal there's a big party happening in the other room yet nothing bothers them. Charlotte Gainsbourgh narrates the passage they're reading it.

This isn't about selling the typical fashion of similar ads revolving seduction, romance or sensuality. It's about proximity, things in common, relaxation, quietness and beauty, a soulful connection of hearts and minds and they how they approach each other. The couple laying in bed in a distinctive manner, the closeness of legs, a reduced but important physical thing, and their connection is more special and unique due to what the book and its ideas can bring to them. It's the same effect of watching a painting or a work of art, just observing everything in silence, no words needed as something from the art will cause some impact, some thought, some feeling. Anyone dedicated to art forms know exactly about this experience and I think the ad sells those notions in a most reflective and positive way. 8/10.