April 10, 2013 12:00 AM | by Amira Azzouz
The Saint Laurent Fashion Disaster
Fashion is all about self expression and I'm all for that, but when it turns out into something scary I have no problem at all to withdraw that statement. Saint Laurent's latest campaign for Fall/Winter 2013 titled "The Saint Laurent Music Project" for me is truly a disaster, not only that but the campaign has taken a very respected brand ten steps backwards. I know Hedi Slimane has a thing for working with musicians and it would naturally be reflected within his artistic vision for the brand, but when I saw the images I was in shock.
Where do I even begin? Oh yeah, with Marilyn Manson who I personally don't see fitting in such a campaign nor with such a brand. I understand the concept of shocking the system to get a bigger buzz, but this doesn't do Saint Laurent any justice. The face of a brand should reflect what it is all about, but in this case I see it repelling people from actually buying the collection or for that matter even going through the campaign shots. Which brings me to the next point, other than Marilyn Manson himself (and though I like his music) I don't have a problem with the rest of the rock stars starring in the campaign, who include Courtney Love, Kim Gordon and Ariel Pink. But then again the campaign truly captures the lifestyle of the 90's rock stars, which will only appeal to a very small segment and which I believe won't pay as much to purchase Saint Laurent pieces. Let me share with you a few words that popped into my head when I first laid eyes on the campaign: drunk, stoned, high, hang-over and of course scary.
Courtney Love added on Facebook the following: “No offense to [Marc Jacobs] but he never got [grunge] right. This is what it really was. Hedi knows his sh*t. He got it accurate and MJ and Anna [Sui] did not.” And to that I say, at least someone has something positive to say about this campaign. What are your thoughts about "The Saint Laurent Music Project"?