Saint Laurent Paris in Shanghai, photo Patricia Schwoerer

A Retail Glimpse at Hedi Slimane's YSL Makeover

Hedi Slimane is wasting no time with his exacting overhaul of YSL, we mean Saint Laurent Paris. Following an early glimpse at his first campaign, the house revealed another sneak peek at its new direction. The brand makeover, according to WWD, includes the relaunch of key concept stores around the globe, starting with the shopping mecca of Shanghai.

The man who never met a straight line he didn’t like is returning to a formula near and dear to his heart: black and white concrete, mirrored everything and, for a fresh twist, a touch of gilded art deco. In short, Dior Homme with a bit of deco-decadence thrown in.

It's a fully realized universe and a good indication of where the brand headed. As one higher-up notes, it might even signal a return to couture. We’ll keep you posted on the runway debut, but in the meantime, we advise cutting down on those Weight Watchers points, cuz Hedi’s lines are anything but forgiving.





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Sep 20, 2012 18:24:00

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