Saint Laurent: Rue De L’Université
A campaign titled Rue de L’Université is the platform for the release of Saint Laurent’s first Haute Couture pieces since the retirement of their iconic founder in 2002.
The campaign unveils Hedi Slimane’s first Haute Couture pieces and introduces the hand-sewn Yves Saint Laurent private atelier label. The location of the campaign, as shot by Slimane, was the new Couture House of Yves Saint Laurent, Hotel de Sénecterre, which Slimane has spent the past three years refurbishing.
The Couture House is marked by French 18th century elements and principles of architecture, and is divided into Salon Couture, Atelier Flou, for dressmaking and Atelier Tailleur for tailoring. The ateliers produce commissioned hand-made pieces ranging from tuxedos to evening dresses and spanning across daywear and evening wear for men as well as women. Slimane determines which will carry the hand-sewn couture label Yves Saint Laurent, made of ivory silk satin and numbered by piece. The Ateliers keep a strict record of the private label pieces in a gold monogram book.
Slimane worked with both artists and historians to revive artistic elements within Hôtel de Sénecterre including its garden and staircase. The furniture decorating the spaces and seen in the campaign includes both Saint Laurent’s and Slimane’s private collection of modernist Art Deco and 18th century French pieces. Slimane’s personal collection includes an important ensemble of furniture from 1930’s designer Elizabeth Eyre de Lanux, Hedi’s favorite modernist designer. Her rare design is reduced to strict minimal luxury. One of Elizabeth Eyre de Lanux pieces, is a 1930’s parchment desk that belonged to Yves Saint Laurent, rue de Babylone. Curated by Slimane, the Couture House features paintings of Ad Reinhardt and Daniel Buren and a sculpture by Carl Andre.
Hôtel de Sénecterre was originally constructed in 1685 by architect Thomas Gobert, building planner of King Louis XIV, and is located at 24 rue de l’Université in Saint-Germain-des-Prés in Paris, France. The previous Couture House of Yves Saint Laurent, located at 5 Avenue Marceau, has now become La Fondation Pierre Bergé – Yves Saint Laurent.
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