The orange temptation: how Hailey Bieber turns summer into cinema

If summer were a movie, it would look exactly like this. Bright, bold, a little mysterious, and absolutely unforgettable.

If summer were a movie, it would look exactly like this. Bright, bold, a little mysterious, and absolutely unforgettable.

The new Saint Laurent campaign titled “Tangerine Temptation” is not just fashion. It’s an atmosphere you want to step into.

Shot by Nadia Lee Cohen, the campaign becomes a neon dream, where every scene feels lifted from an arthouse film.

There is none of Saint Laurent’s usual black-and-white restraint.
Instead, intense citrus tones, a light that almost burns, and an atmosphere you want to stay in.

It’s retro-noir, but with a glossy modern edge.

Following her appearance at Coachella and the success of her beauty brand, Hailey solidifies her status as the it-girl everyone watches, imitates, and talks about.

But in this campaign, she is not just a “pretty image”.
She is a mood.

“Tangerine Temptation” is not a seasonal trend.

It’s a feeling.

The color orange here:

• warms;
• attracts;
• brings every frame to life.

It’s summer energy you can wear.