*Saint Laurent has a new muse.
To promote the Nov. 9 launch of its spring 2017 collection, the brand’s designer Anthony Vaccarello released a short film starring hip-hop artist and music producer Travis Scott.
Directed by Nathalie Canguilhem, the video features Scott and a cast of models on a desert road trip, spliced with footage of a burning car and a swimming pool.
New York stylist David Casavant, who dressed Scott for his “Antidote” video, believes that the rapper’s casting shows “that the brand is changed, and more in touch with what youth actually care about today.”
“I don’t think [Scott] was necessarily a natural fit for the Saint Laurent brand before, even though I think a brand like that should be about fronting someone like Travis in their campaigns,” he tells Billboard.
Watch Saint Laurent’s spring 2017 campaign starring Travis Scott, below: