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