Well, judging from the fact that his Dior Homme collections already served the perfectly acceptable classic trenches, pea coats and tailoring separates, that a lot of early fans still have in their wardrobes today, it's a pragmatic reality that the iterations later issued at Saint Laurent and Celine very often don't provide much merit for another purchase.
I empathize with the Dior Homme fans who filled their wardrobe with classic pieces from his Dior Homme collections. I don't think they should purchase another version from Saint Laurent or Celine if they already have that part of their wardrobe handled.
While of course there will always be new customers enticed to buy these staples, the sad truth is that the existing clients will look with a much more critical eye on any new collection issued by him, wondering what are the actual news for them to buy another piece.
This is where I think Hedi is focused on. He is designing for new customers than designing for the customer that found him at Dior Homme, or Saint Laurent.
I've been jaded for so long that Hedi will never return to fw13 that I'm numb at this point. Although I know not much of anything released post-fw13 is for me, I choose to observe his work from afar to try to more objectively analyze what Hedi is doing. I'm more interested in Hedi as a creative director, who is building an empire, than as a designer who will be creating pieces for me.
I will not go as far as to say that nothing ever changed and I think the latest men's winter collection provided a few new nice proportions, mainly in the bomber jacket department, but then most of those jackets upon seeing their backs were ruined with yet another rhinestoned or grommeted logo or slogan that raise the question just how 'as if these pieces always existed' these pieces really are.
I'm not interested in any Dior/Saint Laurent/Celine branded pieces at all. I do not want to be a walking advertisement for free. I might want an Hedi branded piece, but, it would only be on a t-shirt. I like to be more understated and look more grown up most of the time.
I do think the slogans are interesting since they're art collaborations with artists. I think those pieces are a way for Hedi to combine his love for art and subversive punk elements with those jackets with slogans on their back. It is interesting looking at the artists that Hedi chooses to collaborate with. It adds a playful facet to the design, but I'm not interested in looking playful. I think the embellished pieces resonates more with the average luxury consumer than the plain pieces. I suspect it is easier for them to justify paying retail for a more special piece than a more understated piece, which is a shame.
What was great about his Dior Homme pieces was that they were easily identifiable as Hedi Slimane designs, relying entirely on the cut and not on silly brandings for people who want to show off they are wearing a Celine jacket.
I personally see that the heavily identifiable factor of his designs as a flaw. I really do not like the scar stitches at all. The pieces reveals a certain insecurity, and needing people to know it is a designer piece. I'm personally into pieces that don't look like they're designer pieces at all, but I recognize that I'm probably in the minority amongst people who like "fashion" enough to want to post about it.
Moving on from Saint Laurent, the news in his men's collections was a more loose-cut double breasted suit with an ankle length, pleated trouser. The propotions on said suit felt fresh and new, and he served them in almost all collections, with pinstripes, in various shades of grey flannel and basic black.
I actually found the fw19 silhouette with the cropped wide pants with combat boots to feel very fresh for Hedi. It was something Hedi hasn't shown before.
I'm glad he continued this silhouette with fw21's Teen Knight Poem collection:
But when you keep showing those suits on the runway, you are not exactly giving the dedicated fan a new proposition. He will buy one, at maximum two of those suits. But there is no need to show them on the runway another time if it remains exactly the same. At least you have to keep proposing new silhouettes, and I simply think there are not enough news per each season.
I don't think Hedi is intending for the dedicated fan to be buying the same suit over and over again. He might be more interested in either having that fan expand his wardrobe for more pieces than the classic pieces, or reach out to more, and younger, consumers and get them to pick up the classic pieces.
For a veteran designer like Hedi Slimane, I expect that he can at this point create those classics with an ease that hardly challenges him. In a way, he has remained in his comfort zone and got quite narrow in his imagination what could become a classic item that looks as if it ever existed in somebody's wardrobe.
I wonder if part of the repetition strategy is to give confidence to consumers that what they're offering is indeed timeless and iconic worthy pieces to "invest in" by paying retail for them. One thing I really thought was smart was when Hedi was showcasing, along with new footwear designs, the Jacno, Berlin, and Ranger models for multiple seasons on the runway. This emphasized their versatility and relevance to me, and showed that Hedi really believed in them. I feel like he's basically building a brand from scratch after his reboot of Celine, and he is swimming upstream trying to both convey what Celine means, and why it is worth being a part of.
If and when he will switch his agenda next remains to be seen, but the status quo he is serving at the moment is probably the least 'creative' in his grander body-of-work, befitting the times the luxury goods industry is in today, next to designers like Maria Grazia Chiuri, Virginie Viard etc. providing sellable, but not very imaginative fashion.
I'm interested in Hedi less as a clothing designer, but more as a creative director. I'm curious about Hedi's process in brand building almost from scratch. I want to see Hedi build an empire that will rival Dior, Chanel, and Hermès.
Another thing that baffles me until today: How is it possible that with all the resources at his finger tips, that his dressmaking skills haven't improved since the very beginning of his womenswear design at Saint Laurent, considering that he keeps insisting on offering a couture line? It shouldn't prove so difficult for LVMH to find him a womenswear designer capable to work under his direct brief with the moulage and dressmaking skills that can bring a bit more finess to his dressmaking.
I'm actually a fan of his dresses and think they look so sexy on women. They just look good, without looking like they're trying too hard, and I find that more important than whatever intricate design techniques are, or aren't, present. Then again, I'm not educated on the details of couture and dress making, and I might not even be able to understand the finesse that Hedi's designs are missing.