Claquette yves saint laurent1/30/2024 The modern version of the inscription is based on the sign of the Saint Laurent Rive Gauche brand boutique – laconic, simple, and very restrained. Nothing remains of the original Cassandre design in the new logo. It was important to him that Slimane would return to the origins of YSL’s fashion style. Despite the publicity, Pierre Berge approved the changes. He managed to do all this before he presented his first collection. Hedi Slimane also removed the famous monogram and moved its headquarters from Paris to Los Angeles. The word “Yves” disappeared from the logo and the official name of Saint Laurent, which became the reason for high-profile scandals and even for the termination of some contracts. On his part, it was not a creative experiment but a rejection of the original style in favor of minimalism. In 2012, the new creative director, Hedi Slimane, decided to break the course of history and change the brand’s visual identity. In addition, the “Y,” “S,” and “L” were oblique, making the lettering seem to flow from left to right. Such a difference in the size of the letters was needed to divide the text into three words, between which there were no spaces. All characters were in uppercase, but the first “Y,” “S,” and “L” stood out noticeably in size. The YSL logo combined cursive and Latin styles, sans serif and serif. But this did not stop the Frenchman, and he successfully bypassed all the restrictions, developing an inscription from an impossible combination of symbols. There was an unwritten rule in the world of type designers: do not mix radically different letterforms. Adolphe Mouron showed amazing creativity because he was able to combine the incompatible. This created an interesting contrast, transforming a still drawing into a dynamic image.īelow is the full name of the fashion house. All three letters had short, sharp serifs and lines of varying thickness. In the center was “S,” which was used as a kind of “frame” for “Y” (top) and “L” (bottom). The main symbol was a vertical monogram of stylized letters “Y,” “S,” and “L.” They are exquisitely intertwined with each other, expressing sensuality and craving for experimentation. Therefore, the Yves Saint Laurent logo looked extremely unusual. The artist’s work was influenced by Cubism and Surrealism, which may have affected the results of his future activities. The YSL trademark was one of the last works of Cassandre before he took his own life due to depression. He was born in Ukraine, then moved to France and received an education in arts. Its author was the designer Adolphe Jean-Marie Mouron, better known as Adolphe Mouron Cassandre. YSL got its first logo about a year after starting the business. He followed the path of simplification, for which fans of the iconic brand criticized him. The new leader removed the Yves name from the fashion house’s name and abandoned the iconic logo, developed in 1962. This happened after Hedi Slimane took over as creative director. In 2012, a scandalous rebranding was carried out. Berge resigned as CEO of YSL, and the company itself remained the property of Gucci. Completely disenchanted with the era of Nike sneakers and monotonous jeans, Saint Laurent gave up the work of his life. They opened a high fashion boutique, for which they borrowed money that they could not return. In protest, Pierre Berge, together with the eminent designer, tried to create a new business. Freedom of expression came to an end when Gucci executives decided to completely reimagine the brand. Saint Laurent continued to create, leading the haute couture direction. Therefore, Berge and Saint Laurent were forced to sell their developing project to the French pharmaceutical company Elf Sanofi Beaute, which in 1999 came into the possession of Gucci, along with most of the assets. Later, the assortment was supplemented by jewelry, footwear, clothing, accessories, and other luxury fashion goods.īut the success was short-lived: in the late 1980s, one of the investors suffered losses and could not finance the fashion house. The first products to generate income were perfumes. While Saint Laurent was undergoing treatment, Berge made lucrative agreements and built the business from scratch. So in 1961, the iconic fashion house YSL appeared. Ultimately, he was released from military service, deemed unfit due to a nervous breakdown.Īll this time, Pierre Berge was looking for investors to found a company. A year earlier, he was fired from Dior, where he worked as a chief designer for several months and then drafted into the army. Before starting his own fashion house, Yves Saint Laurent was deeply depressed.
0 Comments
Leave a Reply.AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |