Download - Dominika Korcz YSL
Yves Saint LaurentParis
Brand DNA
Brand verbal DNA1. Iconic 2. Sharp outline 3. Seductive patch 4. Art deco 5. Rock’n’roll 6. Shoulder-fetish 7. Timeless 8. Spotlight protection 9. Parisian to bone
IconicBy the word Icon of course I
mean the brand founder Yves Saint Laurent. An exquisite
designer with dazzling career and enormous talent, but a very troubled man. Crumbled with his
addiction to drugs and his muses. Looking closely at the rebellious collections of the
current creative director ,I see a desire to incorporate into Yves
twisted mind.
Sharp outlineYSL is all about masculine
aesthetics. Colors are sharply outlined, expressive and rather
dark. Campaigns have minimalistic graphics. So have
the boutiques
Seductive patchFrom the beginning
of the brand YSL was presenting
courageous and controversial
designs. Now Hedi Slimane is following
his predecessor promoting the
nudity not only in his work but also as a
minimalism in stores and campaigns
Art deco background
Often Yves Saint Laurent himself paid tribute to artists like for
example Piet Mondrian. Nowadays repeatedly campaign shoots, boutiques and runways
take place in parisian tenements, thereby referring to
classical architecture
Rock’n’roll
Saint Laurent involvement with music goes were beyond trend setting. Creative director, Hedi
Slimane not only inspires by rock, but also collaborates with singers, which can sometimes
lead to controversy. Social media content is basically only about videos with clothes more
as a background to the storytelling
Shoulder-fetish
Emphasizing the shoulder part and underling the waist is very
characteristic and crucial in brand designs. Looking way
back to the beginning of YSL we can see clearly the recurrent and coherent silhouette the
creative directors want to approach
TimelessThe mansion has always
concentrated on quality, not quantity. . Life lasting products
are their main domain. So as the solid-built flagship stores
Fashion fades, but style is eternal -Yves Saint Laurent
Spotlight protectionBrand essential product are shades and hats
with wide brims. Nothing adds more chicness like a good accessorize.
Parisian to bone
Saint Laurent is valued origin combined with modernity. The marble
boutique interior is mixed with the parisian tenements. Big part of most recent designs resemble old ideas
used by the brand founder. Over the years, even though the office have moved to LA,the brand is coherent with it’s desired client-parisians. Of
course with the years passing by, the parisians have changed, but the
mansion keeps up with them. The effortless look, typical for the parisian shows off in designs, campaigns and
on runways
Brand non verbal DNA1. Leather
2. The bow
3. Shininess
4. Black and white
5. Logo mania
LeatherThis texture fulfills the
rock image of the brand. Also symbolizes
good quality and is being used for all
leather goods including iconic bags
The bowThe most distinguishable sign off all, which sends the message to the customer. Young and rebel yet always classy.
ShininessWord shiny in case of Saint Laurent stands for four things:
1. Beauty products
2. Silk materials
3. Blinding from logos’ goldenness
4. Flagship stores interior details
Black&white The newest creative director has
limited color pallet. Basically most of the pieces are
black&white with some red and leo print if it’s a "lucky season". The reason of such small shade diversity is a comeback to more masculine and strong look. Hedi
Slimane keeps everything coherent and consistent his
shoots, interior.
Logo mania Most off the brands have been forced to keep up with the market by showing off its self. Naturally, the logo mania caught up subtly this brand as well.
Genius loci
PARIS
Trends approachable for the brand
Multi-structuralityLately a interior designer have
shown me the new trend, personally, I find inspiring.
Placing different structures, patterns and textures next to
each other results in elegance, modernity and cleanness, very
YSl in my opinion
Improvements
Social mediaYSL Instagram is not established enough. The brand in my opinion should activate on various kinds of social media . YSL beauty has many apps and it’s being in the internet is way more developed. Maybe the mansion should consider an app, as many customers are starting to purchase online.
Improvement of social media (suggestions)
• standardization of color palette (if black&white , stick to it)
• well-thought-out content
• regular motion on social media
• launching an app
Ideas for the future
Marble
I relish the way Saint Laurent used and mixes marble and leather together. Maybe the brand should consider brand extension (furnitures, stationery) or exploit marble print as a pattern
Dominika Korcz