SAINT LAURENT

Saint Laurent, a brand that embodies elegance and refinement, is an undisputed pillar of the fashion industry. Founded in 1961 by Yves Saint Laurent and his partner Pierre Bergé, the brand revolutionized the world of haute couture by introducing the concept of luxury ready-to-wear. With its bold and avant-garde approach, Saint Laurent redefined the standards of women's fashion by introducing iconic pieces like the women's tuxedo, which broke gender barriers in fashion. Today, Saint Laurent continues to be a dominant force in the industry, known for its chic and rebellious aesthetic that merges Parisian elegance with a rock'n'roll edge. The brand is not only a symbol of fashion but also a major player that constantly shapes and influences global fashion trends.

Brand History

 

 

 

The Saint Laurent brand, founded in 1961 by Yves Saint Laurent and his partner Pierre Bergé, is an undeniable icon of the fashion industry. The duo created the fashion house after Saint Laurent left his position as artistic director at Christian Dior, where he had achieved immense success. Located on rue de la Boétie in Paris, the Yves Saint Laurent fashion house presented its first haute couture collection a few months later in a private mansion at 30bis rue Spontini.
 

Saint Laurent began to express his genius in 1965 with the Mondrian collection. A year later, he revolutionized women's fashion by introducing the women's tuxedo, a piece that caused a scandal but became one of the designer's greatest successes. He also introduced the pantsuit and the safari jacket in 1967, and the jumpsuit in 1968.
 

However, despite these innovations, sales were declining because haute couture was not profitable. To remedy this, Saint Laurent launched a luxury ready-to-wear line called "Saint Laurent rive gauche." Thanks to this new line and the opening of franchised boutiques worldwide, the company began to generate profits, fifteen years after its launch.

In 1971, the brand launched its first perfume, "Rive Gauche," and a makeup line. That same year, Saint Laurent caused a scandal with the Collection 40, which revisited the style of women during wartime. The brand continued to grow with the launch of globally successful perfumes like Opium, Kouros, and Paris.
 

Over the years, the brand has reinvented itself under the direction of visionaries such as Alber Elbaz, Stefano Pilati, Hedi Slimane, and more recently, Anthony Vaccarello. Each artistic director has brought their personal touch while respecting the code and essence of the house. Today, Saint Laurent continues to be a dominant force in the fashion industry, known for its chic and rebellious aesthetic that merges Parisian elegance with a rock'n'roll edge.

 

Saint Laurent: Revolutionary Creations That Transformed Fashion

Saint Laurent is famous for its iconic creations that not only redefined fashion but also played a crucial role in women's emancipation. Among these creations, the women's tuxedo is undoubtedly the most revolutionary. Introduced in 1966, this garment broke gender barriers by adapting a symbol of masculine power to the female wardrobe. The Saint Laurent tuxedo, with its impeccable cut and androgynous look, offered women a new form of elegance and power.

 

Another flagship product of the brand is the safari jacket, first introduced in 1968. Inspired by Africa, this piece has been featured in several collections, always with a touch of innovation and boldness. The Saint Laurent safari jacket, with its clean lines and relaxed look, brought a new dimension to women's fashion.
 

The Mondrian dress, presented during the fall-winter 1965 show, is another iconic creation of Saint Laurent. Inspired by the work of painter Piet Mondrian, this straight dress with a geometric print marked a turning point in fashion, breaking away from traditional cuts that shaped the woman's waist.
 

Finally, it is worth mentioning the Saint Laurent makeup line, launched in 1971. The lipsticks with intense pigments, mascaras promising bold lashes, and foundations combining coverage and comfort are all testimonies to the brand's exceptional expertise.

 

Influence and collaborations

 

 

 

 

 

 

 

Saint Laurent has always been at the forefront of fashion, not only thanks to its revolutionary creations but also due to its notable collaborations that have marked the industry. One of the brand's most iconic collaborations is undoubtedly with the Dutch painter Piet Mondrian. In 1965, Yves Saint Laurent presented a collection of ten dresses inspired by Mondrian's abstract works. These dresses, with their straight cuts and bands of primary colors, marked a turning point in fashion and became the ultimate icon of the brand.


 

In addition to these artistic collaborations, Saint Laurent has also worked with many celebrities who have helped shape the brand's image. These collaborations not only allowed the brand to remain relevant and at the forefront of fashion trends but also influenced how fashion is perceived and consumed.

Saint Laurent has often called upon iconic faces of the moment for its advertising campaigns. For example, during the brand's Spring-Summer 2024 show in Paris, many celebrities were present, including actor Austin Butler, actress Virginie Efira, and cinema stars like Béatrice Dalle, Natalie Dyer, and renowned director Baz Luhrmann. Among the great friends of the Saint Laurent house are legendary models such as Carla Bruni, Kate Moss, Jerry Hall, Alek Wek, Shalom Harlow, and Amber Valletta.
 

Moreover, the brand has highlighted renowned directors in its latest campaign, including Abel Ferrara, Pedro Almodóvar, Jim Jarmusch, and David Cronenberg. These collaborations have not only allowed the brand to reach a wider audience but also strengthened its brand image.
These collaborations with celebrities have often resulted in iconic fashion pieces that have marked the industry. For example, actor Al Pacino was chosen for the men's Spring-Summer 2022 campaign of Saint Laurent. These collaborations have allowed the brand to remain relevant and at the forefront of fashion trends.
 

Furthermore, Saint Laurent has also collaborated with other brands to create unique pieces. These collaborations have allowed the brand to diversify its offerings and explore new ideas and concepts. They have also allowed the brand to reach new audiences and remain at the forefront of fashion trends.
 

The Saint Laurent brand enjoys undeniable global presence, with flagship stores in major fashion capitals and a well-established online presence. Saint Laurent's global network includes 60 stores, including iconic boutiques in Paris, New York, London, and Hong Kong. In addition to these dedicated boutiques, the brand is also distributed in over 400 of the most prestigious multi-brand stores worldwide. This global presence allows the brand to be accessible to all fashion enthusiasts, regardless of their place of residence. Whether through its physical boutiques or its online presence, Saint Laurent continues to fascinate and infuse its free and irreverent spirit into the world of luxury ready-to-wear.
 

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