Saint Laurent has had a controversial last 4 years after Hedi Slimane took the reigns as creative director, immediately altering the name from Yves Saint Laurent, or YSL, to Saint Laurent, and infusing the brand with his signature sense of rock & roll style. To add to the controversy, earlier this month, Kering Group, owner of Saint Laurent, has announced the departure of Hedi Slimane. While there has been no word of who will take his place, there has been talk of Anthony Vaccarello last February.
Regardless, some of my favorite pieces from Saint Laurent à la Hedi have been the floral print & embroidery, inspiration circa ’90’s-grunge era. Take, for example, these rain boots below that are utter and complete perfection. Wear them at Coachella and every other music festival for the ultimate in boho chic.
SAINT LAURENT Leather and embroidered canvas rain boots$2,795
What do you think of these embroidered-canvas rain boots?
Alas, the unofficial photos showing the clothes and the new Saint Laurent Paris campaign have been released onto the YSL website. The model is Anja Rubik, and she is wearing the clothes straight off the runway from Paris Fashion Week. The photos were shot in YSL couture salons, and were presumably photographed by Hedi Slimane (as he also photographed the house’s accessory campaign).
Hedi Slimane, the former creative director of Dior Homme and recently became the new creative director for Yves Saint Laurent, is showing YSL’s Spring/Summer 2013 at Paris Fashion Week on October 1. There has been much controversy over his new branding methods for YSL, including changing the name to “Saint Laurent Paris“, which is reminiscent over the original name in 1966, which was “Saint Laurent Rive Gauche“. Below is one of the company’s Fall 2012 rock’n’roll inspired ads adorned with the new logo.
There is also much anticipation of his new store concept which is to be “the first unit in the world to reflect a new floor-to-ceiling store concept developed by Slimane, who is applying a 360-degree makeover to the mythic fashion house”. Here are some of the tidbits from the interview between WWD and Hedi Slimane.
Hedi Slimane’s main goal for YSL is to revolutionize fashion again, as Mr. Saint Laurent did in the Sixties.
They are planning to open 15 stores and shops-in-shops per year.
All aspects of the new brand identity will be complete and in stores by January 2013.
YSL’s ready-to-wear line will feature a broader price range to attract a younger client base.
Upgrades and reorganization to production, product development, and merchandising have been implemented.
The new store design is inspired by French Art Deco and the French Union of Modern Artists movements.
The key materials used in the new stores will include “black and white marble, raw concrete and Thirties-esque display furniture with gold, silver, mirror and glass.”
Saint Laurent New Store Concept
I’ve always loved YSL (especially their accessories- which, by the way, they are upgrading and reworking) and think they are going in a very positive direction. What are your thoughts on the new branding and store concept?