The house's first digital-native campaign and editorial platform
An austere editorial platform that treats digital content with the same rigour as print. Black and white. Maximum negative space. Typography as architecture. The anti-social-media campaign.
Saint Laurent needed a digital editorial voice that matched the house's print legacy without imitating it. Social platforms were diluting the brand. They needed owned territory — a space that felt unmistakably Saint Laurent from the first pixel.
We built a platform, not a page. A system for publishing editorial content that enforces the brand's visual discipline automatically. Stark black and white. Single-column layouts. Typography so precise it functions as imagery. Every element earns its space through restraint.
The platform launched alongside the SS25 campaign and generated 4.2M organic impressions in the first week without paid amplification. Vogue credited it as redefining what a fashion brand's digital presence could look like.
“Restraint is the hardest thing to design. Onyx understood that.”
Tom Ford Beauty
An immersive fragrance experience built for desire
Product Experience, eCommerce