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Hedy Slimane's first men's campaign is the best PowerPoint you will ever see



Artistic, creative and The first promotions of the fashion director set a new course for the French brand.

The era of Hedi Slimane on Selina came out on top in Paris in October with a runway display, it was two things: very non-Celine and very Hedi Sliman. Anyone who found this unexpected might not have received a note about Slimane. He is a creative force that does not raise the aesthetic thread of the previous work of the designer; instead, it destroys the whole fate and creates a new look. This is what he did in his four years in Saint-Laurent after taking over the creative board of Stefano Pilati, turning the relaxed men’s clothing of this brand into the home of skinny, rock-n-roll clothing. Dior Homme did not exist before he was hired in the house in 2000 and brought a skinny black suit into men's clothing. Even before that, he had turned Yves Saint-Laurent Rivet Gauche into an incubator for his ideas on how modern man should dress (sharp cuts, heavy on black).

While the first Slimane design models from the October show in Paris La Nuit do not arrive early next year, the time to attract potential customers to invest in them starts right now. So, the artistic, creative and image house of the house was heaving (by which we mean photographed, stylized, directed, cast, perhaps served) the first men's campaign for a French house, in which the collection without a train is celebrated in all its sharp glory, And although the smoothness of clothes Slimane die-hards will be familiar (even if the cuts were updated for 2018), the presentation of this campaign is new. Instead of releasing a book or an image gallery, his delivery method this time is a video slide show set on the dance-y track from the 80s by the French Shinto pop duet RUTH. The effect is something between a slide show and an animated PowerPoint presentation (i.e. if your office is in high fashion mode). Photos of models in the painless gaze of the collection are combined side by side or interrupted by equally smooth black and white frames of old TVs on lycite tables, terrazzo blocks, keyboards and other objects that supposedly have nothing to do with clothes, but look as glossy as they are. Because if there is one superpower that Hedy Sliman has, it is the ability to make the seemingly familiar to feel effectively healthy.


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