Speaking of which, all members of Blackpink have big-name cooperation. Lisa and Celine, Jisoo and Dior, Jennie and Chanel, everyone's image and brand are so suitable.
For example, Rosé is a veritable "human YSL". Fair-skinned, iceberg-like appearance, often changing cool hair colors such as pink and purple, Leng Yan's eyes, mysterious and arrogant temperament, cold and advanced hard-photo performance ability, is definitely a woman with Saint Laurent temperament.
She loves all black in private, and South Korea even invented a word called "Rosé senior black" to describe the charm of Rosé black dress. The dark element is simply a brand gene engraved in the bones of Saint Laurent. After getting the endorsement, Rosé often appears in the all-black Saint Laurent style, and she can perfectly interpret both suits and dresses.
I can't help but sigh that Saint Laurent really chose the right person! Moreover, the ability to carry goods is really strong. As long as you hang up the "peach with the same paragraph", it will be sold out. It is a real traffic password.
We have always stressed that Gucci is the first brand of Kaiyun and the best-selling brand in recent years. But aside from the turnover, in terms of the growth degree, Saint Laurent, as the second largest brand of the Group, achieved a growth of 44.5% in the performance table of 202 1, surpassing Gucci's 30.8% and Bottega Veneta's 24.2%, and became the largest independent statistical brand in Kaiyun last year.
This is not unrelated to the delivery of the popular new generation idol Rosé.
Saint Laurent also loves pink. She is the first and only Asian star to appear in Saint Laurent's global ready-to-wear series advertisements. She shot the Saint Laurent 2020 ready-to-wear series advertisement and put it on the world. It is this advertisement that has rapidly increased the search rate of Saint Laurent brand in the global network by 65,438+0,000%! This shows the intense idol effect.
In daily street shooting, airport wearing, MV program recording and magazine shooting, Rosé has made great efforts to promote the brand and successfully promoted the sales of many single products, such as Solferino 32 series bags.
Saint Laurent dangerous sexy woman
In addition to the star effect, the charm of Saint Laurent also comes from the classic brand aesthetics that the brand has adhered to for nearly 70 years.
If one day, on a romantic night, go on a date, what kind of woman would you choose to be? Probably choose a woman to dress up as Saint Laurent. A dangerous, sharp, sexy, powerful and heroic female image.
At that time, when it was illegal for women to wear pants, Yves Saint Laurent, the founder of the brand, took the lead in making women wear pants, that is, the smoking clothes born in 1966, which made women elegant and sexy.
He was also the first designer to use black models. "I would rather make an amazing move than conservatively defend my reputation." Yves has always interpreted the brand spirit with her rebellion and danger.
The current creative director of Saint Laurent is Anthony Vaccarello, who has been working since 20 16. He is also good at expressing women's sexiness without losing style. It has a natural fit with the brand spirit of Saint Laurent.
Anthony Vaccarello is fascinated by women's fearless pursuit of independence. Although the clothes he designed often can't completely cover his thighs, he denied that the fashion he created was "sexy". "This is not a provocation, but a question of modernity and freedom."
In other words, women in Saint Laurent are not only boring and sexy.
Anthony Vaccarello uses velvet, sheer gauze, leather and other materials to show the elegant and tough female image of Saint Laurent through sharp silhouette and extremely sharp tailoring.
Two muses
We often say that what we wear is brand spirit and style. It's not just as simple as looking good, it should be your temperament and personality, which represents what kind of person you want to be.
If you want to know the style of a brand, it's easy to see who its muse is.
The first thing I want to mention is Musepaloma Picasso, who was inspired by Yves Saint Laurent. It is also the creative theme of Anthony Vaccarello's Saint Laurent 2022 spring women's show.
Paloma Picasso, you can guess from the name. Yes, she is the youngest daughter of Picasso, a famous Spanish painter, and also a fashion icon in the 1970s.
Retro dresses, bright red lips and exaggerated jewels are the iconic shapes of Paloma Picasso. So you can see that the spring show of Saint Laurent 2022 has many similar images, almost carved according to Paloma Picasso.
Paloma Picasso's independence, freedom and vitality, which broke the traditional shackles, enabled Yves Saint Laurent to create countless new styles.
For example, the famous Scandal Collection published by 197 1 was inspired by Paloma Picasso.
The classic design of wide shoulders since 1980s is also because Paloma Picasso likes clothes with shoulder pads.
Paloma Picasso likes to wear colorful, gorgeous, dreamy, huge, simple and abstract jewelry, so the brand has many retro Baroque earrings and geometric bracelets.
Another muse, Betty Catroux, once belonged to Yves Saint-Laurent and Anthony Vaccarello.
Betty Catroux was a top model in 1960s, the darling of first-line brands such as Chanel, louis vuitton and tom ford, and also a fashion icon with personal style. Yves Saint Laurent met Betty Catroux in a club, and was immediately fascinated by her neutral style and uninhibited attitude, and began a 35-year cooperation career.
Today, Betty Catro is still the contemporary inspiration goddess of the current creative director Anthony Vacarello.
Anthony Vaccarello once said of Betty Catroux: "You think you know everything about her: her charm, bright blonde hair with sunglasses, slim figure, a little boyish and feminine at the same time ... In fact, she is a woman who can act and think, and can reflect the spirit of Saint Laurent. Betty is the incarnation of Saint Laurent. It has a temptation, a mysterious side, and an elusive but tempting danger. "
The battle with Chanel lattice
In fact, Saint Laurent has been unknown in recent years, and there is no big news or sensation.
Many people may be impressed that after hedi slimane entered Yves Saint Laurent in 20 12, he made a controversial and drastic innovation, changing the brand name that has been used for many years to the present Saint Laurent Paris.
Then last year, the autumn series of Saint Laurent 202 1 triggered Chanel's accusation that Saint Laurent was suspected of plagiarism. Because the tweed coat in this series is too similar to the Chanel classic. But this year the two brands made up.
There is no need to discuss who is right or wrong in this matter. However, Chanel and Saint Laurent are few in the generation where brands actively embrace the trend of young people. They don't go with the flow, but still insist on tracing back and reshaping history and interpreting brand personality and classic luxury brands.
Of course, Saint Laurent is not completely out of date. For example, Le 5 7 handbag launched on 202 1 conforms to the trend of underarm bag. In addition, the explosion of brand 20 18 and the old vintage Niki chain belt bag are still hot today.
However, since 2020, Saint Laurent has been in the collection of Olivier Ch? Tenet bought back 4000 antique clothes designed by Yves Saint Laurent to supplement the archives. As can be seen from the series of these two years, Saint Laurent is trying to emphasize the brand history classics.
Because the classic beauty is eternal and will never be out of date.