Yves Saint Laurent to have official couture label
Since the 2012 arrival of Hedi Slimane at Yves Saint Laurent, the artistic director of the Kering-owned fashion house has always had a hand in the couture activity, that is, creating one-of-a-kind dresses for customers or special "friends", celebrities or not. But until now the House hadn't recognised this work or these pieces with a particular label. In fact, they didn't even carry a label.
For the reopening of its couture workshops on Paris' Rue de l’Université, in the completely renovated Hôtel Sénecterre, and as if to celebrate the latest fantastic financial results reported this Monday, the House has decided to apply the couture label to these creations.
"There are no plans for a haute couture runway show," said a spokesperson for Maison Saint Laurent, "not in the classical sense.” However, from now on all couture pieces will bear the couture label, and be labelled and registered by the label's head seamstress.
A move judged to be even more "exclusive" than a haute couture runway show, according to Yves Saint Laurent.
To mark this decision, photos were posted on the brand's website of models at the Rue de l’Université offices. In black and white and of course very chic.
Taken in June by Hedi Slimane, they are the incarnation of the label's new couture and institutional campaign, which has been baptised "rue de l'Université".
"This campaign constitutes a cornerstone of the House's project for reform launched by Hedi upon his arrival in 2012 and the balance that has been recovered between the Couture spirit, the "Yves Saint Laurent" House, and contemporary, revitalised style of the "Saint Laurent" ready-to-wear collections," points out the House.
It is thus a way of marking the latest financial results published by Kering for the label's first half-year.
For the period, Yves Saint Laurent recorded an impressive increase in revenue (+38.2% in published figures and +24.3% on a comparable scale) with an acceleration in the second quarter.
Revenue for directly-owned stores (64% of sales) increased 25.7% for the term, mostly carried by strong growth in established stores.
All of the main product categories also showed strong growth across all the geographic zones.
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