The year 2017 saw Yves Saint Laurent (YSL) significantly amplify its rock and roll aesthetic, a bold move reflected in its multifaceted fall-winter campaign. This campaign, far from being a singular visual statement, sparked considerable controversy, generated significant buzz, and ultimately showcased the brand's commitment to a provocative and undeniably impactful image. This article will delve deep into the various facets of the YSL 2017 campaign, exploring its photographic elements, the accompanying film, the ensuing controversy, and its overall impact on the brand's image.
Saint Laurent Fall / Winter 2017 Campaign: A Photographic Exploration of Rebellion
The heart of the YSL Fall/Winter 2017 campaign lay in its striking photography, expertly captured by Collier Schorr. Schorr, known for her gritty and often unconventional approach, perfectly embodied the raw energy YSL sought to convey. While specifics of the models and exact imagery require further research to pinpoint specific details from the extensive campaign, the overarching aesthetic is well documented. The advertisements featured a cast of diverse models, each possessing a distinct and powerful presence. This deliberate move away from traditional beauty standards signaled a shift towards a more inclusive and rebellious image, aligning with the contemporary spirit of rock and roll. The clothing itself, captured with Schorr's signature stark lighting and unfiltered style, appeared both luxurious and rebellious. The campaign images weren't about flawless perfection; they were about attitude, grit, and a sense of untamed individualism. This raw, almost documentary-style approach to high fashion photography was a significant departure from the more polished and idealized imagery often seen in luxury campaigns. The focus wasn't merely on showcasing the clothes, but on using the clothes as a vehicle to express a particular mood and attitude. This was rock and roll reimagined for the luxury market, not a sanitized or diluted version.
The choice of Collier Schorr was crucial. Her photography has a distinct, almost cinematic quality, imbuing the images with a narrative depth that transcends the typical advertisement. The overall effect was a campaign that felt less like a series of product shots and more like a collection of powerful portraits, each telling a story of rebellion and self-expression. This approach helped create a campaign that resonated beyond the immediate appeal of the clothing, tapping into a deeper cultural conversation about identity and individuality.
YVES SAINT LAURENT 2017 FILM CAMPAIGN: Expanding the Narrative
Beyond the still photography, YSL also launched a film campaign to accompany the fall-winter collection. While precise details regarding the film's director, actors, and specific narrative require further investigation, the film likely served to further expand on the themes introduced in the photographs. One can infer that the film likely mirrored the raw, unfiltered aesthetic of the photographic campaign, possibly featuring a narrative that explored themes of youth rebellion, self-discovery, and the power of individual expression. The film likely served as a more immersive experience, allowing viewers to connect with the campaign's themes on a deeper emotional level. This multi-platform approach – combining striking photography with a complementary film – ensured maximum impact and reach, allowing the campaign to resonate across a broader audience. By utilizing both mediums, YSL managed to create a cohesive and powerful message that extended beyond the limitations of a single visual approach.
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