The year 2019 witnessed a flurry of captivating advertising campaigns from Yves Saint Laurent (YSL), each showcasing the brand's signature blend of high fashion, rebellious spirit, and undeniable glamour. From the breathtaking Parisian backdrop of the Trocadéro to the sun-drenched allure of summer campaigns, YSL's 2019 advertising efforts were a masterclass in visual storytelling, effectively communicating the brand's identity and attracting a global audience. This article delves into the various facets of YSL's 2019 advertising, exploring the campaigns, models, photographers, and the overall impact they had on the fashion world.
Saint Laurent #YSL25 Fall 2019 Ad Campaign by Juergen Teller:
Juergen Teller's stark, often unsettling, yet undeniably captivating style perfectly complemented the Fall 2019 collection's rebellious edge. This campaign, celebrating YSL's 25th anniversary, eschewed the polished perfection often associated with luxury fashion advertising. Instead, it opted for a raw, almost documentary-like approach. The images, shot in various locations, featured models not in pristine, unattainable settings, but in more relatable, sometimes gritty environments. This juxtaposition of high fashion with a sense of realism was a bold move, reflecting the evolving landscape of luxury marketing and resonating with a younger generation who value authenticity. The campaign's focus wasn't solely on the clothes; it was about the attitude, the spirit of rebellion, and the confidence that YSL embodies. The models, while undoubtedly beautiful, were not presented as flawless icons; they were individuals, each with their own unique personality and presence. This departure from traditional luxury advertising norms was a risk that paid off, generating significant buzz and discussion within the industry.
The choice of Juergen Teller as the photographer was crucial to the campaign's success. Known for his unflinching lens and ability to capture both beauty and rawness, Teller’s signature aesthetic provided the perfect counterpoint to the opulent garments. The images weren't simply showcasing the clothes; they were telling a story, a narrative that resonated with the campaign's theme of celebrating YSL's legacy while simultaneously pushing boundaries. The campaign's success lay in its ability to capture the essence of the brand – a blend of sophistication and unconventionality – through a visually arresting and emotionally resonant narrative.
Saint Laurent Summer 2019 Ad Campaign: Freja Beha Erichsen
In stark contrast to the Fall campaign's gritty realism, the Summer 2019 campaign exuded a sun-drenched, almost idyllic beauty. Featuring the iconic model Freja Beha Erichsen, the campaign captured the essence of effortless summer chic. The imagery, likely shot in a luxurious, tropical location (though specific details may be scarce), showcased the collection's vibrant colours, lightweight fabrics, and relaxed silhouettes. This campaign focused on the aspirational lifestyle associated with YSL, highlighting the carefree elegance of the brand's summer offerings.
Freja Beha Erichsen, with her androgynous beauty and innate cool, was the perfect embodiment of the YSL woman for this campaign. Her effortless style and captivating gaze conveyed the collection’s spirit of relaxed sophistication. The campaign's visual language was clean, minimalist, and highly effective in conveying the desired message: a summer escape, filled with sun, style, and YSL. The campaign’s success stemmed from its ability to flawlessly blend aspirational lifestyle imagery with the showcasing of the collection's key pieces, creating a cohesive and highly desirable visual narrative.
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