Starting out as simply a “friend of the House” in 2024, American model and entrepreneur Hailey Bieber has quickly established herself as a familiar face for Saint Laurent. Today, she stars in the House’s summer campaign… for the first time in color, set in a California penthouse that painter David Hockney would have been proud of.
Summer will be colorful or it won’t be at all.
That, at least, is the promise of the “Tangerine Temptation” Spring 2026 campaign by Saint Laurent.
In a highly cinematic setting, the House entrusts its friend-turned-ambassador—the magnetic, neon-hued embodiment of the Saint Laurent woman—to the keen eye of the fashion world’s beloved photographer, Nadia Lee Cohen.
A glow that lights up the screen
With “Tangerine Temptation,” the House abandons its melancholic monochrome filters for a technicolor energy, yet one that remains fully aligned with the vision of the Saint Laurent woman—at once sensual, cold, authoritative, and distant, as envisioned by Anthony Vaccarello. A signature style that blends seamlessly with this film noir-inspired setting, complete with its femme fatales, intricate plots, and pretense.
It is also a woman, Nadia Lee Cohen, who turns her lens here to an authentic it-girl and loyal fan of the house: Hailey Bieber.
The young woman didn’t just pull off a viral color heist with her Lemontini yellow last summer through her successful beauty brand: she set the Coachella music and arts festival ablaze, sparking a full-blown “Bieberchella” craze. Her vintage 1998 Dior slip dress reignited the trend of wearing nightgowns in the city as a full-fledged garment.
But rather than the arid desert of Indio, on the outskirts of Los Angeles, the 29-year-old finds herself here with Lina Zhang and Jake Hodder in an aspirational, quintessentially summery setting in the shade of Art Deco-style West Coast villas with pools.
In this new iteration of the Saint Laurent woman, Anthony Vaccarello, who has led the creative direction since April 2016, favors a wardrobe that highlights tailoring and retro glamour.
As for the tangerine/mandarin touch promised by the title of the visual campaign, it manifests itself as much in the setting sun’s glow as in the trim of a one-piece swimsuit.
It-girl of her time
Named “friend of the House” in 2024, the young woman quickly made her presence felt at the brand’s runway shows before gracing three campaigns (Summer 2024, Fall 2025, and Spring 2026) with her silhouette. The year 2026 definitively established her as Saint Laurent’s muse.
A leading figure in fashion, she is credited with popularizing the “clean girl” aesthetic (glowy skin, minimalist looks) as well as her ability to pair tailoring with basics (blazers, jeans, slip dresses). And that’s not all: her 58.1 million Instagram followers scrutinize her makeup, her hairstyles, and her ’90s-inspired outfits.
As part of a high-profile couple with pop singer Justin Bieber, Hailey Bieber embodies a model of success, at the intersection of fashionista, influencer, and entrepreneur. In this final role, the American wears many hats within her beauty brand Rhode, presenting herself on social media under the triple title of founder, CEO, and chief innovation officer. Last June, her company was acquired by e.l.f. Beauty for $1 billion.
Read more > Beauty: Hailey Bieber’s brand Rhode is acquired by e.l.f Beauty
Featured photo: © Saint Laurent
