Hedi Slimane Shoots First Ad for YSL

The double-page spread is to appear in the latest issue of Vogue’s Homme Japan, due out on newsstands today.

The new Saint Laurent Paris ad, photographed by Hedi Slimane.

PILLOW TALK: Hedi Slimane’s first advertising image for Saint Laurent has arrived — and it’s in the rock ’n’ roll vein he’s been mining in recent years. The double-page spread is to appear in the latest issue of Vogue Hommes Japan, due out on newsstands today. 

It features a black-and-white photo by Slimane of musician Christopher Owens, shirtless and his face obscured by tangles of hair, lounging on a pillow.


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The pale flesh, long hair and cushions bring to mind the famous nude fragrance ad from 1971 of the founding couturier — although only Owens’ torso is visible. Saint Laurent — Slimane’s new moniker for the Yves Saint Laurent collection and stores — is spelled across the opposite white page, with the word “Paris” underneath. A YSL spokeswoman described the campaign as “institutional,” to convey an atmosphere, with the Owens spot the first of 15 different images. Future campaigns are to feature Saint Laurent fashions.


Owens was until recently the lead singer of the San Francisco band Girls, and he has been photographed previously by Slimane, who plans to continue working as a photographer in addition to his role as creative director of YSL. 

Slimane is due to show his first runway collection for Saint Laurent on Oct. 1.

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  • 10 Highlights from Hedi Slimane’s Saint Laurent

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