Hedi Slimane really goes for universal appeal with his new musical ad campaign. Well. Sort of. Musical. Because he’s using so many personalities from the musical stages of the world, Saint Laurent’s creative is aiming at global appreciation and recognition. In short: global branding. Translates in global currency.
The French electro pop duo known as Daft Punk is the latest in Hedi’s long list of entertainers/advocates for the French legendary Fashion Maison. Something in wearing a mask and black clothes with shiny sequins appeals to every stylish individual out there. Biensur!
The Daft Punks are well known for not famously wearing their helmets, as such, protecting their privacy and their artistic formula. I’m really in a ‘meh’ kind of attitude towards these new ads as I am about the entire campaign concocted by Hedi Slimane. I don’t like where this is heading to. I don’t like where this Fashion House is heading to.
It just feels as if the only direction YSL is having is Slimane’s ego. And his ego is overwhelmingly taking hold of every creative aspect of the fashion house. I’m aware that this is how a visionary’s radical approach is, but it’s too straight forward for my taste. And as much as I liked the music Daft Punk made, I saw their helmets as kind of ridiculous. Visionary, yes, but selfish. Much like Slimane is now. Helmet on, course set, full ego-power engaged!