Sex, drugs and rock ‘n’ roll isn’t exactly a groundbreaking combo, but it’s the formula that Hedi Slimane used to spectacularly transform Saint Laurent into one of the most popular fashion labels out there, more than doubling revenues in his three-year spell at the house.
When Slimane’s successor, Anthony Vaccarello, unveiled his first collection for the house, it seemed he was going to be changing that formula very little: Saint Laurent’s SS17 collection was an Yves-by-numbers onslaught of sexed-up glam. Now, the new director has unveiled his latest campaign for the house, a raunchy video titled #YSL04 — Evening Part 1.
The short clip sees a crew of skinny models getting #turnt (possibly even lit) in a dimly-lit club, with a few couples sharing some steamy moments. Two girls kissing on camera isn’t exactly the most high-brow of marketing moves, but the sophistication is dialed up a notch thanks to a soundtrack that mixes text written by Andy Warhol and Beethoven’s Symphony No. 7.
Again, not exactly game-changing stuff, but sex sells — and if Hedi Slimane proved anything during his tenure, so does Saint Laurent.
Here’s some further Saint Laurent-related reading: Who is Anthony Vaccarello and How Will He Change Saint Laurent?