Hedi Slimane, the new creative director of Saint Laurent Paris’s action of the press has been the much talked event of this fashion occasion. It is the perfect intensive analysis of how not to make any public relations. It is a study that explains the boarder problems that the fashion field of endeavor is structured in a way that press must rely on luxury brands they cover for entrance.
Saint Laurent Paris (formerly known as Yves Saint Laurent) is undergoing a rebranding and reorganization under the new creative director’s guidelines, Hedi Slimane, fashion designer turned photographer. The company has enough opportunity to explain to the press, regarding these changes and modifications in a sympathetic and accurate way. The sudden announcement of the name change drew immediate attention (criticism) in the fashion blogosphere and social media. The company announced that the logo would remain the same as before, YSL, changing only the brand name to Saint Laurent Paris.
The brand name for beauty products and accessories would remain YSL and women’s wear collection would be officially changed to Saint Laurent, named by Slimane further confused the issue. At Paris fashion show, labels blacklisted several high profile media persons, including Cathy Horyn from the Times without much explanation.
Cathy Horyn, a fashion critic reported in her review regarding Saint Laurent’s collection, mentioning that Hedi Slimane had excluded her over a single line of copy. She partially credited Raf Simons for creating ultra tailored dresses Hedi popularized and revolutionized in previous position as creative director for Dior Homme. Despite the fact that Cathy called Hedi’s collection as one of the cornerstones of that time, Hedi’s disapproval with her description was strong enough to ensure that she wasn’t invited to his first excursion at YSL.
Once her review was published, Hedi Slimane wrote an embittered and bizarre letter to the Times on his Twitter account, criticizing her unprofessionalism. He referred her dismissively as Miss Horyn and Miss Cathy, called her an average writer. He raised question on her journalistic objectivity and personal style, accusing Cathy Horyn, essentially of being in tank for Christian Dior’s new creative director Raf Simons. Both Slimane and Simons were competitors during their times of designs for men’s wear.
Slimane said that Cathy’s profession to be a publicist masquerading as New York Times journalist. He said she’ll never get any seat in his company, but might receive a 2 for 1 at Dior. Hedi Slimane’s treatment seems to give up fundamental security about the quality of work at YSL. But many people believe that Slimane should rather concentrate or worry about his job and company’s shareholders than prevent reporters from doing their work.