Diana Ross has been unveiled as the new face of storied Parisian house Saint Laurent. Shot by David Sims, the image is the latest in a coup of viral fashion campaigns to catch fire overnight on social media, after Saint Laurent’s creative director Anthony Vaccarello posted the picture to his personal Instagram account.
The legendary diva - who will celebrate her 80th birthday in March - appears in a signature off-the-shoulder black dress, perched on a white stool in a simple studio shot. Ross is a long standing fan of the brand; she was photographed in New York’s Grand Central Station wearing a full Yves Saint Laurent look of a tunic and velvet trousers, in US Vogue’s September issue in 1968 as the style bible championed the designer’s American launch. She was also a friend of founder Yves Saint Laurent, the pair were photographed dancing and embracing at Club 78 in Paris in 1980.
Ross is the latest in a coterie of grown up superstars picked to front prestigious fashion brands, as a shift toward representing its authentic customer takes hold.
British model Penelope Tree, 74, stars in the new Andreas Kronthaler for Vivienne Westwood campaign, wearing printed leggings and lace up boxing boots; Pamela Anderson, 56, shut down the internet last week as the makeup free muse for Proenza Schouler; while last year Maggie Smith, 89, was unveiled as the face of Loewe, and Succession’s Brian Cox, 77, for streetwear brand Kith.
There was a similar mood in 2015, when Celine (then helmed by Phoebe Philo) tapped Joan Didion and Saint Laurent (when Vaccarello’s predecessor Hedi Slimane was creative director) had Joni Mitchell as its face.
Whether fashion’s latest flirtation with these venerated, senior spokesmodels continues will be seen.
