Hedi Slimane remains consistent with the Permanent Campaign

By Kenneth Richard | The Impressionist

With the notable exception of Marc Jacobs and Prada, fashion is not as much about change as one would imagine. Since arriving at Saint Laurent in 2012, Creative Director Hedi Slimane has become the poster child for brand consistency mounting collection after collection and campaign after campaign that are strikingly similar to the one before.

For this seasons ‘Permanent’ campaign Slimane once again plays the role of both creative director, stylist and photographer. His model of the moment is Austria born Helena Severin who was discovered in Berlin at the tender age of thirteen yet held back modeling until 2013.

The campaign is once again black and white and covers all the traditional Saint Laurent staples from Le Smoking jacket to risque slip dresses. And while many may question if Saitn Laurent new campaigns have become a non event due to their similarity, sales prove otherwise. For the third quarter of 2015, the Kering owned label posted a sales increase of 37 percent with their own stores us 32 percent. This resulted in the houses strongest quarter to date for retail.

The Impressionist recently watched an interview with an established older actor with breath of range but a fan base that looked for one-note from the icon. After years of fighting it, the actor had a change of heart recognizing that they were fortunate to have a fan base that demanded both newness and consistency from their films. Fashion houses are not unlike that actor, having to reinvent the same character over and over again but with enough newness to drive ticket sales. So while many may champion change, Slimane and others recognize their is strength in consistency, and at the very least, sales. And that after all is why Creative Directors are hired to be creative.

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Photographer | Hedi Slimane
Model | Helena Severin