How was the maison Saint Laurent created? What is its impact today?
in 1966, Mr. Bergé and Mr. Saint Laurent were the first ones to create "prêt-a-porter", and this was done really as a rebellious move to get closer to the street, to close the gap between the street and the salon. So the combination of these two words creates juxtaposition that is part of our element, is part of who we are, and that we have to respect in everything that we do. Since the beginning, the spirit of Saint Laurent was to be rebel, and unconventional. Mr. Pierre Bergé and Mr. Yves Saint Laurent were never afraid to push the boundaries, not for the sake of shocking or provoking, but in the name of freedom of expression and individuality.
Today, creativity and freedom of expression are very much at the basis of our values, is what we believe in. And so, considering the brand being relevant today for me is continuing to promote creativity, autonomy, authenticity, and freedom of expression. Saint Laurent, as a brand, is still relevant today because we stand again for the same values as we had in the past.
a brand that, at the same time, was rebel and luxury, always a brand that put creativity at the center, and for me, being relevant today means having the courage to let creativity to express itself fully, in every aspects of the brand, putting it at the center of the brand, and creating an environment that fosters creativity and doesn't create fear, or oppression. Today, for me, this means empowering my creative director Antony Vaccarello, who has his own language to express the values of the brand. He has brought back to the brand the silhouette, the empowerment, the individuality. We really believe in those values, and he's translating those values with this language in the world of today.
The key characteristic of the Maison Yves Saint Laurent, in the 1960's, and of the end of the 1960's, beginning of the 1970's, was this need to be more in contact with the street, with what was happening, be more real to bring the style to the street, even more than couture, really giving access to style and open the door for the first time. Again, you can do this if you let the creative people that are part of the brand to express it. They are the ones, who know better than anybody else, what is going on. Their sensibility is much higher than the one of anybody else in the company.And, when you have at the helm of the creativity of the company someone that naturally embeds the values of the brand, and is very much close to that, you need to trust it and you need to trust the way to express it in everything that we do. So, we cannot lose this connection with the street, but you also cannot force it, you have to do it in a way that is super authentic. And I think that this is why, at the end of the day, we resonate with the people of today, it's everybody we don't try to follow a trend, the values that we express so we consider them to be ageless and also intemporal.
They go beyond time, and they go beyond age, and they go beyond gender. So, if you stick to who you are, and you just don't try to please everybody, at the end of the day, you please and you attract the people that really connect in an authentic way with your brand and your value. And that's what we love to do, we would like to attract the people that love our own values and not follow trends or compromise on this. The world tends to create people that are all the same. People tend to do whatever makes you more popular in Instagram. Everybody wants to have his Instagram moment, and everybody tend to simulate, or mimic the behavior of somebody else. being rebellious in the world of today is having the courage to be yourself, also when it means to be different, or to be unpopular, if you stand for something that you really believe in. And this is the way we are. We don't do things for the sake of provoking, we do things because we believe in them. There are people who like them, people who don't, but we never compromise in what are our beliefs for some likes on Instagram.
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