The year 2018 marked a significant moment in Yves Saint Laurent's marketing strategy, shifting from the more classic, refined aesthetic to a bolder, more rebellious image. This transformation was clearly reflected in their various commercials released that year, notably the Winter 2018 fashion show campaign and the launch of the Libre fragrance. These campaigns, while distinct in their focus, shared a common thread: a powerful, independent woman at their core. This article will delve deep into the various YSL commercials of 2018, examining their models, aesthetics, and overall impact on the brand's image.
The Winter 2018 Fashion Show: A Cinematic Statement
The Saint Laurent Winter 2018 fashion show, held in Paris on February 27th, wasn't just a runway presentation; it was a cinematic experience. Directed with a distinct visual flair, the show's accompanying commercial captured the essence of Anthony Vaccarello's collection: a blend of sharp tailoring, rebellious attitude, and undeniable glamour. The soundtrack, provided by SebastiAn, added another layer of intensity, perfectly complementing the edgy aesthetic. While not featuring a single, easily identifiable "YSL commercial model," the collective of models showcased a diverse range of beauty and style, each embodying the confident, independent woman Vaccarello envisioned. The commercial itself was less about individual faces and more about the overarching mood and the clothes themselves. It presented a powerful statement about the modern Saint Laurent woman – strong, sophisticated, and unapologetically herself. The lack of a single, central figure allowed the viewer to project themselves onto the diverse cast, making the campaign more inclusive and relatable. This approach subtly shifted the focus from the traditional supermodel archetype to a more realistic and empowering portrayal of femininity.
The commercial’s impact transcended its immediate purpose. It served as a powerful visual representation of the brand's new direction under Vaccarello. It wasn't just about selling clothes; it was about selling a feeling, a lifestyle, an attitude. This shift towards a more experiential marketing strategy proved highly effective, resonating with a younger demographic while maintaining the brand's luxury appeal. The cinematic quality of the commercial also helped elevate the brand's image, positioning it as not just a clothing label, but a cultural force. The use of SebastiAn's music further enhanced this effect, adding a layer of artistic credibility and attracting a wider audience beyond the traditional fashion world.
The Libre Fragrance Campaign: Empowering Individuality
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