Regardless of the critical response over his latest grunge-inspired Saint Laurent collection, Hedi Slimane is fully embracing the 90s by tapping Courtney Love, Marilyn Manson and Kim Gordon of Sonic Youth for the French brand’s ad campaign.
In a series of black and white photographs, Slimane marries ‘90s music with fashion for the “The Saint Laurent Music Project,” which is the official title for the brand’s ad campaign.
Each artist styled themselves in Saint Laurent, which added their own personal fashion aesthetic to the Slimane-photographed images. The end result is bold and dramatic, and reinforces the brand’s point of view under the direction of Slimane.
Love or loathe the direction of the re-branded Saint Laurent, one thing is for sure: Slimane in a ‘90s state of mind.