Since taking helm as creative director at Saint Laurent Paris Hedi Slimane has stripped and reengineered the brand in his own aesthetic. He dropped “Yves” from the brand, added his monochromatic and narrow styling, and redesigned everything from the actual house of Saint Laurent in Paris, to the ad campaigns, even the stationary. Critics have questioned whether Slimane had gone too far, stepping on a storied tradition of the house created by Yves Saint Laurent. At one point, a company was actually selling T-shirts in the company typeface, reading “Ain’t Laurent without Yves.”

This ad campaign for the Spring/Summer 2016 YSL collection is a current example of Slimane’s trademark effect at the top of YSL, and respectively, the fashion world, as other companies scramble to imitate Slimane’s commercial success. To view the entire collection head over to YSL.com

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SAINT LAURENT S/S 2016 BY HEDI SLIMANE – Images Courtesy

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