YVES SAINT LAURENT

Mondrian dress, tuxedo, safari jacket...a few words are enough to sum up the story and the aesthetic of Maison Saint Laurent. Noticed by the Paris fashion set in November 1954 upon winning an early edition of what later became the Woolmark Prize, Yves Matthieu-Saint-Laurent, alongside a young Karl Lagerfeld, got his start at Christian Dior as a designer. When the founding couturier died in 1957, Yves was chosen to succeed him. His first collection, presented in 1958, was a success. In 1961, he founded his own eponymous brand with the support of Pierre Bergé. The presentation of his first line in 1962 revealed a new aesthetic, designed for active, elegant women. With his incredible talent, Yves Saint-Laurent quickly became the favourite of the Parisian scene. Revolutionising womenswear, Saint Laurent creations included many references to art, another passion of the designer. There were homages to Van Gogh, to Mondrian, to the Russian ballet...the designer thought of his clothing as ornaments that could celebrate and liberate women. In January 2002, Yves retired and Tom Ford, the Texan couturier who'd revived Gucci, replaced him. In 2012, the new artistic director Hedi Slimane defined a new image for the brand, more rock n roll, which quickly won over the hearts of its clients, who all wanted to wear this new silhouette. In 2016, Anthony Vaccarello, graduate of La Cambre (in Belgium) and winner of the 2006 Grand Prize of the International Festival of Hyères, came onboard. A genius, he also won the Grand Prize at Andam in 2011. Saint Laurent's beauty line is just as popular as its ready-to-wear and accessories. The love story between Yves and perfumes started back in the 60s. In parallel to his clothing collections, the couturier launched his first fragrances, like Y. The public immediately praised his subtle, audacious creations which were transgressive and unique. In 1977, YSL released the controversial Opium. Presented as an olfactive addiction, this perfume shocked and seduced. The following year, the couturier launched a line of makeup. Since, the brand has released many iconic products like Touche d'Eclat or Volupté YSL. Cult.