Recently, Saint Laurent officially opened its Parisian flagship store on one of the city’s most prestigious shopping streets, Avenue Montaigne. The uber sleek art deco inspired store was designed by the company’s creative director Hedi Slimane.
Since joining Yves Saint Laurent last year, Hedi Slimane has been provocatively breathing life back into label. To begin with, he famously dropped the Yves, to create Saint Laurent which provoked a lot of criticism. And with the opening of this new flagship store Slimane is asserting his mark on the brand yet again. Never before has Saint Laurent (or Yves Saint Laurent) been located within such an exclusive retail environment.
The store itself reflects the brand’s core aesthetics of clean lines and modernity, which can be referenced from that classic item Le Smoking. Contemporary monochromatic marbling, mirrored shelving and fashionable nickel-plated clothing racks lend the store a somewhat severe beauty. And it is yet these contemporary and modern details that symbolize the new image of Saint Laurent, edgy but classy.
The new Saint Laurent store is a luxurious geometric success. This coupled with the black and white promotional photographs featuring cult super model Freja Beha Erichson, provides a clear image to see where Hedi Slimane’s personal vision for the brand is heading.
53, Avenue Montaigne
Written by Liza Van Duyn & Alex Sowden