YVES SAINT LAURENT Spring 2002 Paris - Fashion Channel

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Yves Saint Laurent YSL, and now known as Saint Lauren Paris, was founded in 1961 by Pierre Bergé and Yves Saint Laurent.

Saint Laurent was known as the successor of Christian Dior; when he dies, Ives was promoted as the new designer of the Haute Couture brand.

But in 1962 he started his own label with his partner Pierre Bergé.

According to JN Kapferer, the brand identity cannot be dissociated from the creator’s identity.

He also explains the concept trough YSL brand identity example: “feminine, self-assured and strong-minded 30 year-old woman.

The YSL brand celebrates the beauty of body, of charm, of surrender to romance, and is flavored with a hint of ostentatious indecency”.

Is not about imitate the style of the creators, is to interpret the concept in a modern way, and this is exactly what Slimane is doing for the brand.


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