BoF Exclusive | Francesca Bellettini on Saint Laurent in the Post-Hedi Slimane Era
In her first ever in-depth interview, Yves Saint Laurent chief executive Francesca Bellettini speaks exclusively to BoF’s Imran Amed on maintaining the brand’s momentum in the post-Hedi Slimane era.
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While Bellettini declined to discuss the reasons for Slimane’s departure, it is understood that the company failed to agree new terms to renew Slimane's contract, which expired at the end of March and, earlier this month, Yves Saint Laurent appointed Anthony Vaccarello as the brand’s new creative director. (Previously, Vaccarello was the creative director of Versace’s Versus brand, as well as the designer of his own namesake womenswear collection, but going forward, the designer will focus solely on Saint Laurent.)
“What you can expect from now is an evolution. The brand is established, the codes are established and the DNA is understood.”
Some industry observers have wondered whether Vaccarello, a relative newcomer to the top table of luxury megabrands, will be able to fill the enormous shoes left empty by Slimane. Others believe the departing designer has left behind such a strong template in terms of branding, product strategy and retail concept that the business is well positioned for the foreseeable future. (This has certainly been the case at Dior Homme, another brand revolutionised by Slimane, which is still performing well under the direction of his former assistant, Kris van Assche, who has adhered fairly closely to the formula put in place by Slimane.)
BoF’s Imran Amed sat down with Francesca Bellettini to learn more about the strategy behind Saint Laurent’s success and how the company plans to maintain momentum in the post-Hedi Slimane era.
BoF: You’re a great proponent of balanced growth. Why is this such an important part of your business approach?
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