Hedi Slimane took over the reigns at Yves Saint Laurent from Stefano Pilati several months ago and immediately went to work rebranding and restructuring the storied fashion house. Eschewing Paris for Los Angeles where his photography career is based, Slimane also changed the brand’s name to Saint Laurent Paris, effectively causing a ripple of disapproving murmurs throughout the fashion world.
These changes were praised by the late designer’s business and life partner Pierre Bergé, however, who feels Slimane has an inherent understanding of the brand, having worked at YSL with the eponymous designer in the 90s. Even the name change is a reference to the house’s original name, Saint Laurent Rive Gauche. Slimane continues staying true to the YSL DNA with his first ad, which he also shot.
Though the ad features no actual clothes — Slimane’s been notoriously secretive about his designs — a Saint Laurent spokeswoman told WWD that the ad is meant to convey an atmosphere, with this being the first of 15 images that will feature YSL fashions.
Slimane will have his official coming-out party on October 1 when he shows his first ready-to-wear collection during Paris Fashion Week.