Things you will see, amigos Yves

How a creative director can completely destroy the style, savoir faire and personality of an iconic brand… o no.

"I'm going to do whatever comes my way.cock",

¿Porqué? ¿Why is a statement not sent with that headline by the Saint Laurent Paris house signed by Hedi Slimane himself? Would much more honest, much more direct and so much speculation would end and I criticize so much.

The new campaign images of the Music Project by Hedi Slimane for Saint Laurent Paris, starring icons of the rock world such as Marilyn Manson, Courtney Love o Kim Gordon photographed by the designer himself, han causa tal revuelo en el mundo de la moda que ya de por si la estrategia de marketing vale un potosí. Pero ¿benefits this to the French house?

Si por lo menos se pudiera decir “has been sincere, has taken referents and has kept them intact as an incalculable value”, but not, Slimane has let them choose their outfits and later has given them a great face lift. We see completely millimeter compositions, studied and fully phosohoped. An ex-drug addict rocker diva rolls on the floor stretched out in a fur coat. ¿WTF?

Or at least bet on the new grunge. He doesn't even bet on young talent or on making room for something fresh, uses expired stars and it does not seem to me the most appropriate way to look forward. The detail of Ariel Pink's shattered nails particularly touches my soul, I would hit everyone who has made a decision in that photo…

When they give you absolute power these things can happen. inconsistencies – or maybe not so much, because, according to the house, it is trying to resume and emulate Laurent's union with Mick and Bianca Jagger (design your wedding dresses)– that can shake the pillars of anyone.

I'm not going to talk about clothes you get from the H outlet&M, or half-junkie models, I am not going to talk about elegance and style of the past either, only of those conflicting sensations between the history of the firm and the present. A duality that can be perfectly understood in the example of Marilyn Manson, turned into a strange entity, ugly, dislocated from historical reality and completely sold to the devil. And please friends of Vogue, stop calling this mister enfant terrible porque 1: he is no longer a kid and 2: it's just a jerk.

my fashion story, still, it is not so extensive and deep as to carefully assess the idiosyncrasy of the firm and the personality of Yves Saint Laurent, But if I can allow myself the luxury of giving brief brushstrokes on what was transmitted to me antes (historically) and about what it transmits to me now.

the before

some bold letters, golden, iconic and appetizing. Access to wishes granted with all the simplicity that a luxury house can tolerate. Personality, distinction and even natural elegance. Rotundity and transgression from style and charisma. Some look over the shoulder.

the now

Banality with aseptic touches, coldness and detachment from history – not even grunge –, outdated stereotypes, search for transgression and referents that collide with (alleged) brand personality, almost like in a duel of egos. Revolution, but not as progress, but as chaos.

 ¿Es eso el efecto deseado por Slimane?

¡Por supuesto, let's not forget that fashion is also marketing!