Yves Saint Laurent was a synonym of chic and elegance over the decades until 2017 when its new ad campaign waste whole style and spirit with the cheap-looking and tasteless advertising photos. Parisians were shocked with the ad campaign which includes a model in fishnet tights opening her legs for the camera.
Yves Saint Laurent used to be a revolutioner in the world of fashion, its women smokings, Matisse dress and perfumery became a sign of times. But the actual status of affairs is not so stylish rather tasteless, say the fashion critics. The recent ad campaign looks like a porn chic, not haute couture.
The French women called for the campaign to be pulled, and France’s advertising authority says the brand “uncontestably breached” its rules by launching the campaign, which also features a model in a leotard and roller skate stilettos bending over a stool.
The regulator’s director, Stephane Martin, concluded:
“I am not sure that [Yves Saint Laurent’s] female clients would like to be associated with these images.”
It is obvious that Yves Saint Laurent’s young new designer, Anthony Vaccarello, had unintentionally gone too far. Or intentionally? Whatever it be, the whole the world is talking about this ad, and that means only one – the campaign hit its target.
