VQ had already explained why we were not really happy with the last brand manifesto of Saint Laurent Paris. The new release of the collaboration Daft Punk x Saint Laurent Music Project worries us, again!
So many brands have already diluted their own gifts in simply mashing up their name to a “cool” trend. The “x” has never been that present in capsule collections, media partnerships etc. It can be extremely powerful when it brings forward the 2 territories. Otherwise, it’s just an empty idea, made for filling magazines’ paper.
We had a look at Saint Laurent Paris corner at Harrod’s and the impression is seriously anxyogenic: black on black, without the charm of All Saints; daring forms that not so many women can wear; a certain “Neo-Occident” moral hammer, which will not satisfy Middle East market, nor Asian ones, that are far beyond when it comes to exploring subcultures.
But we’ll see, and we might be totally wrong. At the end, we’ll jump on Daft Punk beats, but not sure we’ll cry for Hedi Slimane.
THE SAINT LAURENT MUSIC PROJECT
DAFT PUNK, LOS ANGELES, MARCH 2013
STAGE WEAR BY HEDI SLIMANE FOR SAINT LAURENT
SAINT LAURENT BLACK GLITTER “LE SMOKING” JACKET
DAFT PUNK’S COLLABORATION WITH THE SAINT LAURENT MUSIC PROJECT STARTED IN OCTOBER 2012. THEY WERE COMMISSIONED TO CREATE THE SOUNDTRACK OF THE INAUGURAL SAINT LAURENT FASHION SHOW.