Hedi Slimane: Advanced Customization Of Saint Laurent Brand

It is reported that as creative director Hedi Slimane joined in March 2012.

(Saint Laurent) rarely accept exclusive interviews, and even if there are, we should guard against high enterprises.

In the same year, when the "Yves" was removed, the brand name was changed to Saint Laurent Paris, which caused widespread dissatisfaction among the industry.

This Hedi Slimane accepts Dirk Standen exclusive interview, talking about Saint Laurent brand, advanced customization and his controversial choice of models.

For the controversial models that are too thin,

This is like saying, "I am just like the model I photographed, and I have always been thin and not in the shape of a sports sense. I grew up in a period of bullying, which made me uncomfortable, which may be related to my choice of such a model."

By the end of last month,

Announced the return to the advanced custom business, and released a group of black and white advertising blockbusters on the left bank new studio in Paris.

Hedi Slimane said that Saint Laurent regression is always planned. "In fact, we were ready 1 years ago, but because I only had time to shoot advanced custom advertisements after the last men's show, the time was postponed for another 6 months.

Saint Laurent's team, the advanced customization workshop is ready. "

The controversial "Yves" removed from the brand name, many people think this is a disrespect for the brand.

Hedi Slimane said: "historically, in 1966, Yves and Pierre decided to name the garment line as" Saint Laurent Rive Gauche ", using Helvetica font as a new label.

It can be seen here that the original intention of Yves is to separate clothing from high definition.

Later renamed "Saint Laurent" triggered the irony, but it also happened to promote my project.

However, at that time, I did not expect that the original idea of returning to Yves would lead to such a debate.

To change the name to a greater extent is to protect the name "Yves Saint Laurent" for high alignment.