Hedi Slimane’s love for music is no secret; in fact it permeates the aesthetic of his collections for Saint Laurent. “Since I was a child, music was everything to me,” the designer said in a recent interview with Dirk Standen for Yahoo Style. “Just like zillions of children and teenagers it was a refuge, and it is still the case today... I discovered fashion through album covers, and music magazines, Rock and Folk in France, or Best, or NME.”

With previous musical collaborators including Daft Punk and Joni Mitchell, it seems only natural that Slimane has turned to one of the most powerful voices in 1960s rock ‘n’ roll for his latest campaign – Eric Burdon, lead singer of The Animals.

Known for a string of hits including “Don’t Let Me Be Misunderstood” and “San Franciscan Nights”, Burdon is the perfect musical representation of Saint Laurent and the brand’s attitude.

The singer, who has established himself as a painter and author as well as a musician, was shot by Slimane in Ojai, California earlier this year for the label’s upcoming Music Project.

The Project comes shortly after the designer’s SS16 collection for Saint Laurent, which made headlines for re-introducing mid-00s It-model Agyness Deyn to the runway. A perfect example of the house codes, the show saw sequinned slips teamed with sleeveless leather and dainty tiaras – a nod to the grunge-inspired style of other musical icons such as Courtney Love.

Watch Saint Laurent SS16 show below: