Yves Saint Laurent SAS (/ /, also UK: /- -/, US: /- -/; French: [iv sɛ̃ lɔʁɑ̃] (listen); YSL), also known as Saint Laurent, is a French luxury fashion house founded by Yves Saint Laurent and his partner, Pierre Bergé. The company revived its haute couture collection in 2015 under former Creative Director Hedi Slimane. In April 2016, Anthony Vaccarello was appointed as creative director.
|Founder||Yves Saint Laurent |
|Francesca Bellettini (CEO) |
Anthony Vaccarello (creative director)
|Products||Ready-to-wear products, leather goods, shoes and jewellery|
|Revenue||€2.52 billion (2021)|
Founded in 1962, today Saint Laurent markets a range of women's and men's ready-to-wear products, leather goods, shoes and jewellery. Yves Saint Laurent Beauté also has a presence in the beauty and fragrance market, although this is owned by L'Oréal, which holds exclusive licenses for the name.
During the 1960s and 1970s, the firm popularized fashion trends such as the beatnik look, safari jackets for men and women, tight pants and tall, thigh-high boots, including a tuxedo suit for women in 1966, Le Smoking suit. Some of its collections include the Pop Art, Ballet Russes, Picasso, and Chinese. Saint Laurent also started mainstreaming the idea of wearing silhouettes from the 1920s, 1930s and 1940s and is credited with initiating in 1978 the broad, shoulder-padded styles that would characterize the 1980s. He was the first, in 1966, to popularize ready-to-wear in an attempt to democratize fashion, with Rive Gauche and a boutique of the same name. Among Saint Laurent's muses were Loulou de La Falaise, the daughter of a French marquis and an Anglo-Irish fashion model; Betty Catroux, the half-Brazilian daughter of an American diplomat and wife of a French decorator; Talitha Pol-Getty, a model and actress whose husband was a Getty heir; and Catherine Deneuve, the French actress.
The brand expanded in the 1980s and early 1990s with fragrances for both men and women, having launched its cosmetic line in 1978. However, by 1992, the company's profits were declining and the company's share price had fallen.
Pierre Bergé appointed Hedi Slimane as collections and art director in 1997, and they relaunched YSL Rive Gauche Homme. Slimane left the house two years later, to become head of couture menswear at Dior Homme.
In 2002, dogged by years of poor health, drug abuse, depression, alcoholism, and criticisms of YSL designs, Saint Laurent closed the couture house of YSL. Reflecting on his career and impact on the fashion industry, Saint Laurent was quoted as saying, "Chanel freed women, and I empowered them." Saint Laurent also stated, "I created the contemporary woman's wardrobe."
In 2009, following the death of Yves Saint Laurent in 2008 and a tumultuous first few years for Stefano Pilati, a few YSL stores closed in key U.S. markets of San Francisco and New York City. The New York location, on Madison Avenue, had been the brand's first in the United States, having opened in 1969. In January 2010, the Chicago boutique on Oak Street closed as well.
In 2012, Kering (previously known as PPR) announced that Hedi Slimane replaced Stefano Pilati as the creative director. Slimane had previously worked with Dior Homme until 2007. In 2015, Slimane announced that he would be reviving Yves Saint Laurent's couture line. In 2016, Slimane left Saint Laurent. His replacement is Anthony Vaccarello.
Despite the fact that Slimane had previously worked with the house, there was much controversy following his appointment, particularly after it was announced that the ready-to-wear line would be rebranded as Saint Laurent. However, the Yves Saint Laurent name and YSL logo have been retained for accessories such as handbags and shoes, and cosmetics (which are licensed to L'Oréal). It was also announced that the design studio would move to Los Angeles, California, Slimane's adopted home, while the couture atelier would remain in France.
Slimane stated that he drew inspiration from when the ready-to-wear line was first launched as Saint Laurent Rive Gauche. However, the decision made headlines. It became more controversial after it was reported that the Parisian boutique Colette was selling shirts with the line "Ain't Laurent without Yves." Saint Laurent requested the store stop selling the shirts, which it did in its online store. In October 2013, it was reported that Colette received a letter accusing it of selling counterfeit products that seriously damaged the brand. Following the accusation, it was announced that Saint Laurent had canceled Colette's order for its Spring 2014 Collection, despite the fact that the boutique had been stocking the brand since 1998.
In 2021 the brand presents the campaign "Te ride".
Designed by Slimane, the Paris flagship boutique opened in May 2013. The previous deep red and gold color scheme was replaced by a monochrome interior, with varying materials, including marble and nickel-plated bars. This concept was used in the renovated Beverly Hills boutique, and its new London boutique on Sloane Street, as well as new stores in the United States.
In 2013, a men's store—a first for the brand—opened in San Francisco, a full-line store opened in New York City, in its SoHo neighborhood, and a full-line store opened in Chicago at the Waldorf Astoria on Rush Street, where private showings had been given since the Chicago store closed in 2010.
Under Slimane Saint Laurent plans to continue to expand its presence in the United States, opening new boutiques in the resort locations of Bal Harbour and Las Vegas, as well as a planned store for Washington, D.C.
International locations includes a strong presence in Europe, with boutiques ranging in location from Barcelona, Munich, Berlin, Prague, Warsaw, and Kyiv, to Bologna, Rome, Moscow, Monte Carlo and Cannes. Locations in the Middle East include Beirut, Casablanca, Abu Dhabi, Dubai, Doha, Kuwait City, and Jeddah. In Asia Saint Laurent boutiques can be found in Jakarta, Bangkok, Manila, Seoul, Singapore, Macau, Taiwan, and Hong Kong. The brand has a heavy presence in Japan with boutiques in Kyoto, Tokyo, and Osaka. In China, standalone boutiques are located in Wuhan, Shanghai, Beijing and Chongqing.
What Saint Laurent sprang on the fashion world last January when he introduced man‐tailored suit jackets with shoulders squared out with padding...has now become staple fashion in Italy, France and America.