What is black and white and identified by a combination of numbers and letters? Anyone who answered barcodes can head for the exits, cheeky gits. There is only one viable answer for this page and that is the latest advertising campaign for Saint Laurent by Anthony Vaccarello starring Binx (pictured). Photographed by Collier Schorr and styled by Alastair McKimm, YSL11 PART 1, as it is called, broke a little over a week ago has set tone for Saint Laurent Winter 2017. Dial back to the first day of March when Vaccarello sent this collection out into the world on what was then still an active construction site at Rue de Bellechasse, future of Saint Laurent headquarters. The rawness of the damp concrete runway is put into sharp relief a 132 days later by a gleaming campaign, one of shining surfaces and weaponized beauty. That Binx is at the heart of this series is but a natural consequence of a sequence of events that will surely result in ever more barcodes being scanned as Saint Laurent pursues impressive sales growth. Hiandra Martinez also appears in this campaign, part of which was filmed by director Nathalie Canguilhem.

Visit ysl.com to see more of this campaign.

Credits include: Client, Yves Saint Laurent; Campaign, Saint Laurent Winter 2017; Creative design, Anthony Vaccarello; Photography, Collier Schorr; Styling, Alastair McKimm; Hair, Holli Smith; Makeup, Kanako Takase; Casting, Piergiorgio Del Moro, Samuel Ellis.

Binx for Saint Laurent Winter 2017 (Photography: Collier Schorr)

Binx for Saint Laurent Winter 2017 (Photography: Collier Schorr)