Hedi Slimane isn’t trying to win over any traditionalists with his SS16 ad campaign for Saint Laurent. The clothes may be ultra-expensive but the look and feel is grunge-meets-morning-after-the-night-before.
The black and white images featuring models Signe Lund and Steffi Soede are seen with still life shots that say I’m-not-quite-sure-what (there’s bound to be some deep meaning n there but it passes me by).
The ads will probably be as controversial as the collection was when it was unveiled in the autumn – back then fashion critics couldn’t decide whether they really, really liked it or felt like it had been thrown together.
Either way, nobody can deny that Slimane has galvanised the brand in recent seasons. And despite the fact that pieces like he has created this time could easily be found at the back of many wardrobes or in vintage stores, the collection WILL sell. It’ll also spawn a thousand copycats with that tiara in particular likely to turn up in many mass-market stores.
This brand has proved itself to be a master of getting shoppers to part with eye-wateringly high amounts of money for both its statement seasonal items and its youthful classics.
So while I don’t quite ‘get’ either the collection or this campaign, I’m not going to criticise… I’ll just sit on the side lines and watch the money roll in.