Hedi Slimane came to Yves Saint Laurent and absolutely cleaned house–first, by dropping the Yves and changing up the rest of the logo, then revamping the aesthetic by recycling a bunch of old ideas like boho and grunge, charging an arm and a leg for babydoll dresses and sequined jackets, and slathering it all with an entirely undeserved veneer of cool by hiring non-fashion people to be in the campaigns. Also, Marilyn Manson.
This time, though, Slimane didn’t cast a bunch of obvious musicians–currently whitehot Daft Punk, for example, or a very Kurt Cobain-looking Ariel Pink, or the always worth her grunge glamourÂ Courtney Love. No, instead he cast three legendary old bluesmen:
Yes, Chuck Berry, B.B. King, and Jerry Lee Lewis sat for some rather grave black and white portraits while wearing custom Saint Laurent suits suits.
This is, frankly, beneath their dignity–which somehow remains intact despite Lewis’ abusive streak and infamous marriage to his 13-year-old cousin, or Berry’s video taping of a women’s bathroom in a restaurant he owned (and also his stubborn insistence that “My Ding-A-Ling” is the greatest thing he’s ever written). Yes, they’re all incredible musicians, we just wish we weren’t seeing them in somber portraits shilling for a shadow of the former YSL brand. :(