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To Hell with the Critics, Hedi Slimane is Making Ca$h For Saint Laurent

The company has increased profits by 50% since the creative director started.
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To Hell with the Critics, Hedi Slimane is Making Ca$h For Saint Laurent
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Creative Directors are employed for their ability to develop and steer a brand, and the gauge for whether a brand has been steered in the right direction ultimately comes down to money – how much or how little said brand makes determines how successful said creative director is.

Hedi Slimane has received his fair share of criticism for his collections for Saint Laurent, and courted his fair share of controversy for decisions he has made with regards to the brand – dropping the Yves from the name, moving the head office from Paris to LA to and sitting hipsters – instead of fashion journalists – in the front row at his shows.

But all of this hardly matters, now that records show Saint Laurent has doubled revenue since Hedi Slimane took over the creative directorship of the company. In 2014 alone, revenue increased 27%, to approximately £521 million.

Saint Laurent's parent company, Kering, also own Gucci, and will be hoping the replacement of creative director Frida Giannini and CEO Patrizio di Marco, with Alessandro Michele and Marco Bizzari respectively will be similarly positive.

We recently argued that creative direction is more important that fashion design today, and if these results, by the Hedi Slimane-helmed Saint Laurent, are anything to go by, we were on to something.

Published on February 20th, 2015 by Catalogue staff

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