Post #113: YSL - The Plot Thickens

            Following up on Post #110, which discussed Hedi Slimane's move to L.A., this post is covering the latest drama going down in the house of Yves Saint Laurent. Today's news: Slimane is changing the name from Yves Saint Laurent to Saint Laurent Paris. 

            This blogger's views are that this is a poor decision. The house of Yves Saint Laurent has a large amount of history and the YSL logo has long been a part of their products. By taking away the Y and adding a P at the end, a disconnect is created between their branding and their company name. Secondly, Saint Laurent Paris does not have the same ring to it as Yves Saint Laurent. It does not sound nearly as expensive or high quality. 

            When newspapers and magazines attempt to justify the name change, they compare it to Chanel (which used to be the house of Coco Chanel) or MUGLER, which used to be Thierry Mugler until Nicola Formichetti changed it. However, the addition of "Paris" puts the YSL name change in a different category. 

            This is an especially key word choice in light of the fact that Slimane just moved to L.A. Maybe he's trying to show that the Saint Laurent brand will still be following its Parisian roots. Maybe he's trying to prove to his company that a move to L.A. does not mean that he plans to separate the brand from Paris. Or maybe it means that unless he moves back soon, Saint Laurent will be getting a new creative director. 

            All I know is that I can't wait to see how this story unfolds... 

Post #110: Something to Note - Hedi Slimane and Yves Saint Laurent

                                  (Photo Citation)                                                                      (Photo Citation)

            For those of you who don't know, Hedi Slimane was recently appointed creative director of YSL. With a large fashion background that includes a previous run at YSL, as well as run at Dior and a successful career as a photographer, Slimane is clearly worthy of the job. 

            However, Slimane recently decided that L.A. is the place to be. Whether it's the sun, the smog, or the history, something clearly attracted him across a pond and a continent. Why is this an issue? Because YSL's headquarters are in Paris (separating them and Slimane by thousands of miles and a 9-hour time difference) and fittings will still be taking place there. 

            Many comparisons are being made between Slimane and Phoebe Philo. Philo, who is creative director of Céline (and who rose to fame during her time at Chloé), moved to London to be closer to her family. Thanks to her incredible work ethic and success, the Céline studio picked up and moved from Paris to London so that they could be close. 

            Somehow, I doubt that the house of Yves Saint Laurent is going to ditch its native Paris for laid-back L.A. It does not fit the image of the company and it would cost an incredible amount of money. But if they don't move, what will that mean for Slimane? Somehow I don't see a creative director who is so far removed from its fashion house lasting that long. The Mannequin will be keeping an eye on how this plot thickens over the course of the next few months. And you should too. 

Post #39: Fashion on Film - Yves Saint Laurent Spring/Summer 2011

Yves Saint Laurent's Spring/Summer 2011 campaign video holds a nostalgic vibe as model Arizona Muse moves in slow motion through its frames. The video, directed by Inez van Lamsweerde and Vinoodh Matadin, sets YSL's structural line against an equally structural natural landscape. The slow motion and reverse effects of of the video reflect what style.com called "a face-off of restraint vs. release" in the line. 

(Music: "Mushrooms and Roses" by Janelle Monae)