The Saint Laurent Couture campaign “Rue De L’université”    

Restaurata sotto l’attento occhio di Hedi Slimane negli ultimi 3 anni, i progetti seguono gli elementi e i principi architettonici della Francia del 18° secolo

La “Couture House” si chiama”Hôtel de Sénecterre” e fu costruita originariamente nel 1685 dall’architetto Thomas Gobert. Thomas Gobert fu il progettista del re di Francia, Luigi XIV°.

La nuova Couture House si Yves Saint Laurent si trova  al 24, Rue de l’Université” in Saint-Germain-des-Prés. “5, Avenue Marceau” fu l’ultima sede di Yves Saint Laurent e divenne poi “La Fondation Pierre Bergé-Yves Saint Laurent”.

La campagna è stata scattata a Giugno 2015 in rue de l’Université in Paris. “Rue de L’Université” rappresenta una pietra miliare nel Reform Project e mostra perfettamente l’equilibrio fra lo spirito Couture, la maison YSL e il contemporaneo e rinnovato tocco Saint Laurent delle collezioni ready to wear.

Viene contemporaneamente introdotto la label cucita a mano “Yves Saint Laurent” in seta avorio che verrà applicata ad ordini speciali. Questi ordini saranno definiti e curati da Hedi e non saranno accettati ordini privati custom made. Diversamente da una collezione couture, questa è un ulteriore passo verso una scelta ancora più esclusivo. L’etichetta viene usata per gli “amici della maison” e può essere usata sia per il womenswear o menswear, sia che si tratti di abiti da sera o per il daywear.

The Saint Laurent Couture campaign was shot in the new Couture House of Yves Saint Laurent.

Renovated by Hedi during the last 3 years, the design follows French 18c period elements and principles of architecture. The Couture House is named “Hôtel de Sénecterre” and was originally built in 1685 by architect Thomas Gobert. Thomas Gobert was the building planner of the King of France, Louis XIV. The Yves Saint Laurent new Couture House is located at “24, Rue de l’Université” in Saint-Germain-des-Prés. “5, Avenue Marceau” was the last Couture House of Yves Saint Laurent and became “La Fondation Pierre Bergé-Yves Saint Laurent”.

The campaign was shot last June at rue de l’Université in Paris. “Rue de L’Université” represents a cornerstone of the Reform Project and shows the balance found between the Couture spirit, the house of Yves Saint Laurent, and the contemporary and rejuvenated Saint Laurent ready to wear collections.

Through this release we introduce the Ateliers hand-sewn “Yves Saint Laurent” Couture label in ivory silk intended only for special orders. These orders will be recorded in the Monogram House Couture book held by the premier d’atelier flou. Hedi decides these orders case by case, and does not accept private or custom made orders. Unlike a Couture collection, this is an even more exclusive definition. The label is used only for “friends of the House”, and can be both for men or women, daywear or evening wear.