Now unless you have been living under a rock, you are well aware of the changes at the luxury brand Yves Saint Laurent. The changes have also carried through to the branding, recently dropping the Yves to be known only as ‘Saint Laurent’.
The new direction has been led by the new Creative Director, Hedi Slimane. Slimane has been head designer for Dior Homme, and actually working for Saint Laurent in the late 90’s (so the boy knows his stuff). It is obvious that Slimane is not scared to push the boundaries. Changing up such an iconic name?! When I first heard, I was shocked! It hasn’t taken me as long as I expected to get used to the new branding, I quite like the minimalist sharp new look.
Slimane’s first SS13 collection was menswear inspired and I quite liked it with lots of black, skinny suits and tuxedo jackets, it reminded me of early YSL with its strong 60’s 70’s flavour. On the other hand the recent 90’s inspired AW13 collection was met with more criticism then praise. I tend to agree with some of the criticism, the new collection is very grungy with babydoll dresses, slashed leather leggings and oversized flannel shirts. I understand the brand is going down a ‘New Direction’ but I think it is such a far cry from the classic YSL of luxe fabrics and high end glamour, in my opinion he may have gone a touch too far. What do you think??
Saint Laurent have just released the latest ‘Music Project’ campaign images that include punk queen Courtney Love and Marilyn Manson. The choice of these rock icons seems odd but when you look back at YSL history it’s not too extreme, as there was always a relationship between rock artists and YSL since the houses early days.
Looking at all Slimane’s decisions it looks like he is going back to the time of the 1960’s when the brand first launched and Yves himself was pushing the boundaries in design with those power suits that were un heard of for a women of that era. I’m interested to see what Slimane has in store for us next.
Photo Credit: Complex