Hindering the standard seasonal campaigns luxury fashion was once known for, Saint Laurent has stepped away from its roots for a modern way to express its brand. From collaborating with Travis Scott to creating short films, the Parisian fashion house is now creating a new series, tapping artists from across the globe – first up, Daido Moriyama.

Selected by Creative Director, Anthony Vaccarello, Saint Laurent has launched “SELF” a new artistic project with the aim to celebrate the many facets that make up the brand. Creating a platform for freedom of self-expression without censorship, diversity, individuality and self-confidence, photographer Daido Moriyama has been given the spotlight.

Hailing from Japan, Moriyama found worldwide recognition in the late ’60s, playing a part in Japan’s counter culture, aptly named the “Provoke” movement. An avant-garde magazine made up of experimental photography, the publication only ran for three issues but ultimately made up his artistic identity. Now known for his black-and-white photography portraying the post-war breakdown of the country’s traditions – think the underground scene of clubs and sex – the creative has taken his aesthetic to Saint Laurent.

Continuing on his street photography, Moriyama has captured models wearing iconic threads from the house.

“The intention of the project is to capture different aspects of the Saint Laurent personality, underlining the complexity of various individuals through the eyes of artists selected by Anthony Vaccarello,” said the brand in a statement. “This project is an artistic commentary on society while emphasising the core values of Saint Laurent.”

Curated by Vaccarello, the exhibition will held during Paris Photo, on show in the courtyard of the Galerie d’Orléans in front of the Palais Royal from November 9 until November 11.

Stay tuned for the next instalment in “SELF”.