Today is a sad day for the #saints, a hashtag die-hard Saint Laurent fans use to identify themselves on social media. Long time creative director Hedi Slimane has announced his imminent departure from the storied fashion house he has reinvented with his grungy rock and roll aesthetic and intriguing play on Americana.
Although this is not the first time Hedi has left Saint Laurent, there is a difference in that his latest stint came with a substantial amount of creative control. Kering, the umbrella company under which Saint Laurent operates even gave Hedi Slimane license to change the company name from Yves Saint Laurent to Saint Laurent. Under these conditions, Hedi was the driving force behind the metamorphosis of the brand into a youthful and edgy proverbial butterfly.
With Hedi no longer at the helm of Saint Laurent, the question of who will keep up Saint Laurent’s cool factor and of course sales has to be raised. Whoever takes over creative direction will inherently bring about change, but the question is do we really want it? Stay tuned, for I’m sure we haven’t seen the last of Hedi Slimane.