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Scoop du Jour: Saint Laurent: It's not your mother's YSL

A house intent on a radical realignment with the New Digital Youth.A house intent on a radical realignment with the New Digital Youth.

I do love a dinner with fashion forward kids who know clothes and make clothes and turn their purchases inside out to look at the seams and the finish.

And there was TI at Mazzo when the post #PFW analysis inevitably turned to the season's scandale du success, Saint Laurent FW 13. That offering by Hedi Slimane has certainly garnered its heavy share of abuse but my company, those very fashion forward kids all born circa 1993, poured TI a startling cup of scalding tea.

All that eparter-ing of the bourgeoise. All that gutting of the perfect good taste that spelt "Yves"...well the kids assured TI that this is the new path of the house intent on a radical realignment with the New Digital Youth Culture.

The kids hissed that while SLP SS13 is moving briskly at retail and buyers raved on the exquisite quality control of the pieces, the thought was there was enough bourgeoise perfection on the racks and not enough "contemporary" now culture in the stores. And so while YSL and its cosmetics empire still exists for that woman of good taste, then Saint Laurent is meant to speak to the new kids. With a budget. And a perverse taste in dressing waaaaaay down at premium prices.

Thus the new thrust. Don't expect revivals or any attempt to walk in Yves Saint Laurent's foot steps. The thought is that history is written and can never be bettered.

Better to take the strands of the brand and rewire it as a whole new experience for a whole new generation in the hopes that that will put some extra Ka-ching in the Kering. And that directive is said to be a strategy as advanced by a legendary business mind well acquainted with said brand.

Oh the perversity!

Taste is a dictatorship.


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