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PARIS — Ahead of his runway debut tonight for Saint Laurent, Hedi Slimane extended his overhaul of the mythic fashion house to the online realm.
Over the weekend, Slimane initiated a reboot of Yves Saint Laurent’s Web site, mounting rotating preview animations to occupy the homepage until Tuesday when the new-look site goes live.
This story first appeared in the October 1, 2012 issue of WWD. Subscribe Today.
Like the previous iteration, it will be e-commerce equipped. However, it will sell only new designs by Slimane, who succeeded Stefano Pilati earlier this year and initiated a floor-to-ceiling overhaul. For starters, Slimane changed the name of the collection and stores to Saint Laurent to symbolize the principles of youth, freedom and modernity that inspired the creation of Saint Laurent Rive Gauche ready-to-wear back in 1966.
A YSL spokesman told WWD that visitors to the revamped site would be able to preorder items from the cruise and spring seasons, including rtw and accessories. First deliveries are scheduled for January.
The site’s URL will remain the same, ysl.com, and with similar site architecture, but with new imagery and layouts all by Slimane, the spokesman added.
Known for his exacting approach to brand reinvention, Slimane already created a graphic new boutique design based on marble and gleaming metals, with the first unit already open in Shanghai. He also lensed the first campaign, considered “institutional” advertising to convey Saint Laurent’s new spirit rather than showcase products.
The designer is keeping all details of his show at the Grand Palais under wraps. Invitations — sumptuous black booklets filled with pages of fractured animal spots — arrived over the weekend.
According to sources, several of Slimane’s designing peers are expected to attend, including Azzedine Alaïa and Riccardo Tisci.