From Ysl to Saint Laurent Paris

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From Yves Saint Laurent to Saint Laurent Paris Abstract The aim of this essay is to take part in a discussion about the interrelation of fashion, marketing and art. Focusing on the Yves Saint Laurent brand and its creative work, the essay attempts to explore the marketing strategy, sources of inspiration and communication system. The first chapter is about the brand’s heritage and its image, which are the basics to the introduction of a brand analysis for understanding its story and lifestyle. There is also an analysis of the artistic factors that inspired Yves Saint Laurent to establish his artistic credo. It concentrates on tracing the most important influences, artistic as well as incidents of his early life,…show more content…
As a matter of fact, our desire for this essay is to highlight those strategies in a threefolded analyze based firstly, on the brand’s history and heritage, then on the marketing strategy and finally on the communication process. 3 Chapter 1 Yves Saint Laurent brand’s heritage and its image Yves Saint Laurent is a brand that broke up the barriers between the style of the women and men. It was the first time that women were able to choose if they want to wear ”feminine” or „masculine” clothes1. And through that, through feminizing the main shapes of the male clothes, YSL set new standards in fashion around the world. It is said that he changed not only the appearance of high fashion, but mainly the life of women. Image and look designed by Yves Saint Laurent is timeless2, and it can be easily seen by observing how fashion around the globe continuous to copy the styles that he created since 1960‘s. His inspirations came from different cultures around the world, and incidents that he faced during his life, for example his time in the army3. In addition, as most of the fashion designers, he was under a huge influence of art. This source of inspiration seems to appear in the most of his collections. In 1965, Yves Saint Laurent designed a collection inspired by the Dutch abstract artist- Piet Mondrian (1872- 1944)4, whos style is named- geometric abstraction. The designer named it, probably in the tribute to the artist- Mondrian. This

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