These were the eras of firsts , an era championing music such as The Beatles and Elvis , lest we forget fashion and subcultures was what took these artists to stardom within the young adult communities all looking for a style to call their own . Saint Laurent of course was making a series of firsts . Lou Lou de la Falaise who ’ s name was as extrovert as the woman herself was within the much anticipated and highly exciting fashion crowd , glamorous dinners , parties and social events all the while fashions were changing and being implemented throughout these confident and fashion forward crowds . Lou Lou and Saint Laurent met at Sanchez ’ s apartment , and from this pinnacle moment Yves Saint Laurent was the first of designers to outrightly hire a muse to inspire him throughout his career .
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He put trousers into a women ’ s wardrobe and made our lives easier ’ a quote from his long-time pal Paloma Picasso once said .
Yves Saint Laurent was the instigator too many trends that we see gracing our catwalks and high street stores alike and similar to a mantra from The Devil Wears Prada , even the amateurs of fashion can ’ t deny that this history has been implemented into their wardrobes some way or another . 1971 Yves showcased the pantsuit and platform sandal ; there is no denying in our current fashion climate the platform sandal is well and truly back in business . Franco Rubartelli photographed Veruschka in 1968 in a YSL front laced Safari jacket , one of the most famous photographs to date , and of course another pinnacle moment to the fashion scene , safari . Within a editorial for Harpers which demonstrated several of the sartorial archetypes of the 20th century , Peter Lindbergh recreated this very look by using Gisele and styling from Gucci .
Many critiques have posed the question whether the newly appointed creative director , Hedi Slimane is worthy of the throne that Saint Laurent so sadly left . Fashion packs became sensitive and protective over the delicate state of the power house , which slowly became ever so slightly tiresome and dated . But we can ’ t overlook the facts , Yves and Slimane haven ’ t wavered to far from similar pasts , both requiring experience from Dior , and both extrovertly confident in their visions . Evoking the youth culture has been Slimane ’ s main focus , he rightly tapped into Saint Laurent ’ s mantra of modernist change and has had the confidence to push untapped boundaries . Slimane ’ s first move once appointed as creative director was renaming the house . YSL , Yves Saint Laurent quickly become Saint Laurent Paris , and whether this was a good move it or not this change certainly resulted in a fashion media frenzy , twisting the heads of sceptics and disciples who eagerly watched and waited for the next scandal . Show Studio did an excellent debate on the subject , and the results acclaimed Slimane as the saviour of the brand .
Slimane has a technique which may be scrutinised but it ’ s also very genius . His modern and Parisian way of thinking helps to create something quite magical . He casts models , yes . But his favoured way of casting is to scout for boys with a slender frame , a nonchalant persona and the stage presence which can only be created from musicians , so musicians he will find . Twins and band members , Fletcher and Wyatt Sheers were found by Slimane in Los Angeles and were flown from Ameraica to be casted in his show . Music is injected into every corner of the brand ; successful brand campaigns feature black and white portraits of legendary music stars , Marilyn Manson and Daft Punk which caught the attention followers and perhaps a different audience . Saint Laurent has been extremely successful in incorporating modern techniques to keep the brand in the eye of the consumer ; music projects which are being wired through viral marketing platforms demonstrate that the brand is successfully tapping into the next generation , and not only are these projects showcasing the collections but also new artists , such as Miles Kane and Curtis Harding . The Saint Laurent Paris stores and departments are also in-keeping with the brand image , not one thing out of place in order to keep everything coherent , the employees are slender , edgy and hold a certain arrogance to them which is almost endearing and attractive – this is Saint Laurent .
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Saint Laurent confessed to Newsweek , I ’ ve made a rope to hang myself with . I ’ d love to be able to do fashion when I want to , but I ’ m a prisoner of my own commercial empire .
There is a purposeful distinguished consumer and wearer of the brand and this has been implemented throughout Saint Laurent Paris ; the cat walk models represent a slender frame and indifferent persona , the brand campaigns feature rebellions of the music industry and the clothing itself offers a parodic sensibility of beautiful textures and relaxed structure . The brand offers a lifestyle rather than being a religious follower of seasonal trends , Hedi Slimane has given the brand life , the rebellion is back and the brand is more sought after than ever .
Saint Laurent SS14 collection
Ssaint Laurent signature jewellery