I think that’s why I love it.
IMO we’ve been conditioned to view fashion and fashion shows/look books as events that are put on to lure customers into purchasing a fragrance or sneaker. We look down on these labels for putting on a show that we decide might cost between $1,000,0000-$10,000,000 depending on how annoyed we are that day. But they are desperately needed. I love going to shops after collections are finally produced and actually feeling the garments after waiting for months. It’s such a great experience and wouldn’t be the same without seeing photos or watching the shows online.
Simply put, these shows are put on… to sell clothes and product- especially when AV shows such a merch friendly collection. Yes the marketing ploy might be a driving force to generate sales in other categories for the brand, but really, it’s all about showcasing a product. So when you say “A lot of product for the stores”, yes, there are, and I think that was the point.
This proposition is very commercial because it was designed by a very commercial designer, not in terms of “what % of YSL’s revenue can be attributed to the sale of RTW”, but rather because AV designs clothes that are desirable and for the most part, practical- just like Yves did. Being commercial is not an insulte, being a sellout is.
I thought this particular collection felt more AV than YSL also, I wish he would explore more of himself rather than relying on the archive as much as he has been recently.