Hedi Slimane brings back Yves Saint Laurent Couture - Crash
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Yves Saint Laurent Couture_Hedi Slimane_Rue de l'Université campaign

YVES SAINT LAURENT COUTURE: THE SPIRIT REVIVED BY HEDI SLIMANE

By Crash redaction

Yves Saint Laurent returns to couture

It has been Hedi’s Slimane goal to revive the couture spirit of the Saint Laurent House since he became its creative director in 2012. Today, after three years of work, Saint Laurent’s couture identity has been reborn. Relaunched with a new campaign named “Rue de l’Université” – name of the street where the Hôtel Sénecterre that houses the couture ateliers and salons is located – the newly restored couture spirit allies Slimane’s contemporary vision and the emblematic Yves Saint Laurent heritage. The campaign images walk us through the spaces of the Hôtel Sénecterre, from the ateliers to the fitting salons and the halls decorated with contemporary art pieces, or even the Hôtel’s gardens. This couture revival has something of an intimate relationship between the couturier and his clients, just like it was in the past. It is a “private” understanding of couture: destined to the close friends of the House, the “Yves Saint Laurent” couture label originates from the “Atelier Flou” and “Atelier Tailleur”, which keep a struct record of all the couture pieces in a gold monogram book. Every “Yves Saint Laurent” private atelier label is numbered by piece. A great achievement for Hedi Slimane, who proved that heritage always has to be cherished.

www.ysl.com

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