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Saint Laurent's New Classic Puts Vinnie Hacker in Both Worlds at Once
A house built on tailoring cast a 21-year-old e-Boy as the face of something it calls New Classic. The record confirms the casting and the concept, not much past that.
Vinnie Hacker turns up in a Saint Laurent campaign titled New Classic. The set moves him between two registers, polished elegance in one frame, statement-making street style in the next, and calls that shift the point of the exercise rather than a contradiction to smooth over.
Highsnobiety filed the piece from London on July 2, 2024. Its framing is compact: a 21-year-old described as an e-Boy, a maison known for tailoring, and a campaign name that puts the word classic on the table before redefining it.
/ 1. What's confirmed
- Brand: Saint Laurent
- Campaign name: New Classic
- Face of the campaign: Vinnie Hacker, 21 at the time of the report
- Label attached to Hacker: e-Boy
- Concept: movement between polished elegance and statement-making street style within the same campaign
- Filed by: Highsnobiety, from London, on July 2, 2024
That is the extent of it. A name, an age, a campaign title, and the two poles it claims to hold together.
/ 2. Why the casting is the story
Saint Laurent's tailoring is old enough to not need an introduction. An e-Boy, by contrast, is a label that only exists because of internet aesthetics, a look built on layered chains, dyed hair, and a camera held closer than a red carpet would ever allow. Putting the two in the same frame is not neutral styling. It is a maison saying its idea of classic now includes a face that came up through platforms it did not build.
The campaign title does the same work twice. New Classic is not new versus classic, it is new classic, a single term that asks the two words to stop competing. Hacker's own range, elegant in one shot and confrontational in the next, is the visual proof of that argument rather than a decoration on top of it.
A house that puts its oldest word next to its newest face is making an argument, not just a booking.
/ 3. What's left
- The exact release date of the campaign itself, separate from when this report ran
- The photographer or creative direction behind the images
- Whether New Classic ties to a specific collection or season
- The full lineup of pieces shown across the campaign
- Any other cast beyond Hacker
None of that is in the record held here, and none of it will be filled in by guesswork. The images themselves carry whatever credits exist.
/ 4. Why this stays on file
SeoulEdits keeps this entry because a single campaign booking says less than a pattern of them, and a pattern only exists if the first sighting is written down without embellishment. July 2, 2024: Saint Laurent, New Classic, Vinnie Hacker, e-Boy. If the campaign resurfaces with a season attached, or Hacker turns up in another maison's casting, this is the line it gets measured against.