Dominika Korcz YSL
- 2. Brand DNA
- 3. Brand verbal DNA 1. Iconic 2. Sharp outline 3. Seductive patch 4. Art deco 5. Rocknroll 6. Shoulder-fetish 7. Timeless 8. Spotlight protection 9. Parisian to bone
- 4. Iconic By the word Icon of course I mean the brand founder Yves Saint Laurent. An exquisite designer with dazzling career and enormous talent, but a very troubled man. Crumbled with his addiction to drugs and his muses. Looking closely at the rebellious collections of the current creative director ,I see a desire to incorporate into Yves twisted mind.
- 5. Sharp outline YSL is all about masculine aesthetics. Colors are sharply outlined, expressive and rather dark. Campaigns have minimalistic graphics. So have the boutiques
- 6. Seductive patch From the beginning of the brand YSL was presenting courageous and controversial designs. Now Hedi Slimane is following his predecessor promoting the nudity not only in his work but also as a minimalism in stores and campaigns
- 7. Art deco background Often Yves Saint Laurent himself paid tribute to artists like for example Piet Mondrian. Nowadays repeatedly campaign shoots, boutiques and runways take place in parisian tenements, thereby referring to classical architecture
- 8. Rocknroll Saint Laurent involvement with music goes were beyond trend setting. Creative director, Hedi Slimane not only inspires by rock, but also collaborates with singers, which can sometimes lead to controversy. Social media content is basically only about videos with clothes more as a background to the storytelling
- 9. Shoulder-fetish Emphasizing the shoulder part and underling the waist is very characteristic and crucial in brand designs. Looking way back to the beginning of YSL we can see clearly the recurrent and coherent silhouette the creative directors want to approach
- 10. Timeless The mansion has always concentrated on quality, not quantity. . Life lasting products are their main domain. So as the solid-built 鍖agship stores Fashion fades, but style is eternal -Yves Saint Laurent
- 11. Spotlight protection Brand essential product are shades and hats with wide brims. Nothing adds more chicness like a good accessorize.
- 12. Parisian to bone Saint Laurent is valued origin combined with modernity. The marble boutique interior is mixed with the parisian tenements. Big part of most recent designs resemble old ideas used by the brand founder. Over the years, even though the of鍖ce have moved to LA,the brand is coherent with its desired client-parisians. Of course with the years passing by, the parisians have changed, but the mansion keeps up with them. The effortless look, typical for the parisian shows off in designs, campaigns and on runways
- 13. Brand non verbal DNA 1. Leather 2. The bow 3. Shininess 4. Black and white 5. Logo mania
- 14. Leather This texture ful鍖lls the rock image of the brand. Also symbolizes good quality and is being used for all leather goods including iconic bags
- 15. The bow The most distinguishable sign off all, which sends the message to the customer. Young and rebel yet always classy.
- 16. Shininess Word shiny in case of Saint Laurent stands for four things: 1. Beauty products 2. Silk materials 3. Blinding from logos goldenness 4. Flagship stores interior details
- 17. Black&white The newest creative director has limited color pallet. Basically most of the pieces are black&white with some red and leo print if its a "lucky season". The reason of such small shade diversity is a comeback to more masculine and strong look. Hedi Slimane keeps everything coherent and consistent his shoots, interior.
- 18. Logo mania Most off the brands have been forced to keep up with the market by showing off its self. Naturally, the logo mania caught up subtly this brand as well.
- 19. Genius loci
- 20. PARIS
- 21. Trends approachable for the brand
- 22. Multi-structurality Lately a interior designer have shown me the new trend, personally, I 鍖nd inspiring. Placing different structures, patterns and textures next to each other results in elegance, modernity and cleanness, very YSl in my opinion
- 23. Improvements
- 24. Social media YSL Instagram is not established enough. The brand in my opinion should activate on various kinds of social media . YSL beauty has many apps and its being in the internet is way more developed. Maybe the mansion should consider an app, as many customers are starting to purchase online.
- 25. Improvement of social media (suggestions) standardization of color palette (if black&white , stick to it) well-thought-out content regular motion on social media launching an app
- 26. Ideas for the future
- 27. Marble I relish the way Saint Laurent used and mixes marble and leather together. Maybe the brand should consider brand extension (furnitures, stationery) or exploit marble print as a pattern
- 28. Dominika Korcz