yves saint laurent

Friday Chronicle #20 – Why the fashion industry is killing fashion? A heritage and creativity debate. 

Friday Chronicle #20 – Why the fashion industry is killing fashion? A heritage and creativity debate. 

When a very well known trends agency in Paris said back in 2012 that fashion needed to get its freedom from the heritage and history or die, it was probably the most stupid thing to say. Nevertheless it was the state of mind of many people at that time. Since then several iconic Fashion houses decided to embrace this over-modernity philosophy and now, 4 years later, they are dying .

Saint Laurent Dance by Hedi Slimane. Not bad but could be better.

Saint Laurent Dance by Hedi Slimane. Not bad but could be better.

When Hedi Slimane took over from Stefano Pilati at the head of creation in Saint Laurent Paris, we all started dreaming about all the amazing photos and videos he would do. And here we go with the first video directed by him called Saint Laurent Dance. It will support the launch of the Ballerine Dance new line. Beginning of this year, Saint Laurent opened a new flagship store at Avenue Montagne in Paris. For the opening, Hedi Slimane revealed a new collection called “The Permanent Collection”. It summarizes some iconic classics that every women should have in her wardrobe. And now, he is revealing a new addition to this collection, the Ballerine Dance. It revamps the traditional ballerina shoes in a more modern and sophisticated way. And to support this launch, 2 videos are released this month. We can see Hedi Slimane signature very well. Great video but there is…

After 45 years, Yves Saint Laurent changes its name!

After 45 years, Yves Saint Laurent changes its name!

That was the news of the week. After 45 years of existence and the explosive arrival of Hedi Slimane to the company as Artistic Director, the company Yves Saint Laurent has decided to change name. It will become simply Saint Laurent Paris. History of fashion showed that creators founded Houses of creation, that became Brands and finally labels. Christian Dior became Dior, Loris Azzaro becomes Azzaro, Cristobal Balenciaga becomes Balenciaga, Nino Cerutti is now Cerutti, Emanuel Ungaro is Ungaro or Gianni Versace is simply Versace. We could also add Thierry Mugler that now is Mugler. It is interesting to see that basically we skip the first names of the creators as a strong symbol to dissociate the person and the Brand. By using the last name, the Brand becomes a label, like Puma or Nike or Apple. On one side we skip history and a creator, in another side we…

YSL Opium new TV ad… just pure class.

YSL Opium new TV ad… just pure class.

This month, Yves Saint Laurent Parfums launched the new TV advertising for its incredible fragrance for women, OPIUM. It is by far the most elegant, luxury, divine, amazing and incredible high-class Tv Ad that came across my eyes and my ears on the past 2 years…. minimum! The Ad features british actress Emily Blunt, best known for her roles in The Devil Wears Prada, The Young Victoria, and The Adjustment Bureau. She has been nominated for two Golden Globe Awards, two London Film Critics’ Circle Awards, and one BAFTA Award. She won a Golden Globe Award for her work in the BBC television drama Gideon’s Daughter. The print ad here above was shot by Patrick Demarchelier. We can see an amazing Emily Blunt with magnetic eyes. You could give your soul to the Devil for her… Beautiful. Ok, back to the Tv Ad. The film is totally on the path of sulfurous and subversive Saint Laurent style. In an intense play…

YSL Travel Adaptor… Last night a travel adaptor saved my life!

YSL Travel Adaptor… Last night a travel adaptor saved my life!

How can we survive today during traveling around the world without our electronic devices ? Our iPhones, laptops, gadgets and other Hairdryers can not survive without electricity.