On Set with Saint Laurent

Fashion brands do the most avant-garde commercials and videos. Saint Laurent is no exception. French Water, a short film for historic French fashion house, was created to showcase the Spring/Summer 2021 collection. Directed by Jim Jarmusch and shot by Frederick Elmes, a handful of celebrities make their way around a haunting yet ethereal complex, searching for one another in the Guastavino’s building in New York City. Julianne Moore, Charlotte Gainsbourg, Leo Reilly, and Indya Moore wander the halls in the nine-minute experiment.

Capturing Moody Atmosphere

Jarmusch and Elmes crafted an aesthetic steeped in confluence – natural light bleeding through vaulted tile ceilings, and deep shadows that evoke mystery. It isn’t flashy; it is deliberately moody. Every shot lingers. Passages seem half-remembered. That ambiguity mirrors Saint Laurent’s being – glamorous, introspective, complex.

Cinematic Integrity & Creative Freedom

Under the creative leadership of Anthony Vaccarello, Saint Laurent has expanded into full-fledged filmmaking. Vaccarello emphasized that these partnerships don’t involve product placement or overt branding. In Vogue, he affirmed: “It’s not about putting one of our bags in the opening sequence… I will not produce a film about fashion.”  This echoes Jarmusch’s detached elegance: style without spectacle.

We had the honor of providing location scouting, production services, and COVID compliance on the shoot. Crew wore PPE, observance of social distancing redefined staging areas, and frequent sanitization marked every pass through public touchpoints. Still, Jarmusch’s vision triumphed over restrictions. It was quite an experience fulfilling the creative aspirations of the client while navigating COVID health and safety protocols in New York.

Final Takeaways

Despite the superstar cast and striking set, the shoot remained minimalist. Location drove the production and the Production Designer successfully carved intimate zones beneath the sweeping architecture.

• Choose intentionally minimal environments. Let location-driven visuals lead emotion, not costumes or effects.
• Frame the architecture, just like cinematographers do, not the talent. Make the location a character.
• Respect the space, especially in public or historical sites. Work lean, leave no trace.
• Align your location strategy with brand values. Saint Laurent chose authors of substance. You should align your location with story purpose.