For the first time since founder Yves Saint Laurent’s retirement in 2002, Saint Laurent is returning to couture with an exclusive Yves Saint Laurent Couture ivory silk label.
The new line will offer luxurious, one-of-a-kind dresses and suits for both women and men, and for both day and night. A stunning black and white ad campaign shot at Saint Laurent’s newly renovated couture atelier in Paris will hit magazines around the world next month, though the fashion house says the pieces won’t grace any couture runways. The campaign was shot by creative director Hedi Slimane, who also oversaw the atelier’s renovations. Slimane will reportedly decide who gets to wear the exclusive looks as well.
“Hedi Slimane decides these orders case by case. Unlike a couture collection, this is an even more exclusive definition,” a Saint Laurent executive explained to the New York Times. Speaking about the exclusive qualifications, the executive said the line will only be offered to “friends of the house” and that it might include “certain looks worn at the Oscars, Cannes or for the stage.”
According to the Fashion Times, all of the couture pieces will be recorded in a golden book, and each piece’s label will be numbered.
This resurgence from Saint Laurent has certainly generated a lot of buzz, and it will be interesting to see the response it gets. The new more-than-exclusive couture could be the beginning of a new era for both fashion houses and couture alike.
FLO, HELENA, LIDA AND DEVON WERE SHOT IN THE GARDEN AND ALL THE YSL SALONS FOR THE COUTURE CAMPAIGN “UNIVERSITÉ” pic.twitter.com/vYWFbi9qho
— Yves Saint Laurent (@YSL) July 28, 2015
Image via Twitter from Yves Saint Laurent