Since Hedi Slimane left his creative director role at Saint Laurent and was succeeded by Anthony Vaccarello, we have been waiting to see what direction the label would begin to take. Thankfully, we’ve been given a glimmer of a sneak peek into what lies in store, thanks to a series of teaser images Vaccarello has released as his first image campaign. Mind you, this teaser doesn’t actually feature any of the clothes or style we can expect to see in the future of the brand, save for a few minor and insignificant glimpses, but we have been given a bit of an inside look at the mindset Saint Laurent will be styled under.
According to YSL, the Saint Laurent fall 2016 campaign focuses on “black-and-white portraits of individuals and couples; a hint of the future of the house. Fifteen new faces, shot in Paris.” To begin this teaser, the brand shared two images with WWD, exclusively, but Vaccarello added more photos to the brand’s Instagram account on June 20.
And since the label controversially wiped its entire collection of photos and posts from Instagram, the six images that were posted are the only ones on the whole profile. It was definitely a strange, not widely accepted move for the brand, but now we’re just hoping to see the feed filled with images of work rivaled to that of Slimane – yes, we know he can never be replaced, but perhaps the new direction Vaccarello takes the brand in will be another breed of fabulous!
Regardless of the conditions under which the image campaign was released, the finished product was created under a careful eye, although the overall staging with bare-bone minimalistic. American fashion photographer and artist Collier Schorr was chosen to film the campaign, which is rather fitting seeing as how she is most renowned for her work with youthful portraits and this campaign focuses on fresh young models.
Commenters on the images and brief videos were rather displeased with the boring, unrevealing outcome, especially due to the fact that the YSL Instagram feed was wiped yet again to make way for this first campaign. Slimane was known for simple campaigns as well, but without knowing where this new designer is steering the brand, the outcome was more frustrating than productive!
Vaccarello and his work with the Saint Laurent marketing team is off to a rather rocky start, due to consumer perception, but right now we’re still before his beginning, as it were. His true first appearance as creative director for the luxury Kering label will be this coming October, as part of Paris Fashion Week, when his runway debut might just make or break his acceptance as head of the brand.
But for now, all we have to go off of is the simple Saint Laurent fall 2016 campaign with only an inkling of what we can expect from his new direction for the house. Despite all of the negative comments, we’ll be staying optimistic that Vaccarello will pull out something great and show us all why he was chosen to succeed Slimane.
The campaign images will officially be scheduled to run in magazines starting June 22, so you can keep an eye out for those as well!
Photos courtesy of Saint Laurent