Yves Saint Laurent by Hedi Slimane’s Ad Campaign

It’s no accident that Hedi Slimane ended up at the reins of Yves Saint Laurent. Like a phoenix rising from the ashes, the designer conveys sheer boldness. In his wake, only guided by his instinct, the brand is going back to the name that is a bit reminiscent of the year 1966, when Yves’ partner Pierre Bergé convinced him to tack the name “Saint Laurent” onto their ready-to-wear line.

Shot last October in California, the first part of the Saint Laurent Femme by Hedi Slimane ad campaign was recently unveiled. The incontestable master of androgynous clothing, his first item on the to-do list seems to be taking over where Yves himself left off with the timeless “smoking”. Pierre Bergé notably once claimed that he liked this emblematic piece because “it represents the moment when Yves gave power to women.”

While keeping with the strong, almost politicized essence of the original, Slimane is sowing the seeds of turmoil with his 21st-century reinterpretations of the brand’s mythic pieces. In doing so, he brings his own vision of this Saint Laurent-esque suit to this black and white ad, minimalist but still loaded with hidden meaning.

Look no further for this season’s telltale looks, staged in an urban decor that is raw and pure. Amongst them, jeans and black pants, jackets, white shirts, and hats. Into Yves Saint Laurent’s classics, of which the “smoking” is no doubt the cornerstone, Hedi Slimane is blowing a light breeze of rock ‘n’ roll, California attitude, and erotic gender neutrality. The well-proportioned Julia Nobis was chosen for the ad; she manages to sex up these Saint Laurent classics with her chest bared for all to see, leaving no doubt in the viewer’s mind about the sensual nature of this collection. Hedi Slimane is showing us exactly what’s in store for the Parisian design house, perfectly incarnating the spirit of Yves Saint Laurent in doing so: “I’ve always believed that fashion wasn’t just meant to beautify women but also to reassure them, to give them confidence.”Looks like that mission is accomplished, with Julia dressed up by Hedi as the beautifully illustrated proof! Paris won’t know what hit it.