Saint Laurent Productions was launched as a way to link the iconic fashion house to film production, rather than just doing costuming. Yves Saint Laurent himself had designed costumes for movies like Belle de Jour and La Chamade, but had never ventured into film production. The idea of a fashion house producing films was met with some skepticism from French producers, but the move was seen as brave and positive for the cinema industry by Catherine Deneuve, a close friend of the designer. This shift in the traditional roles in the film industry was seen as a way to bring in new perspectives and change the rules.
The creative process behind Saint Laurent Productions began with small film clips of collections made in collaboration with renowned directors like Wong Kar-wai and Brett Easton Ellis. These clips eventually evolved into the production of short films, such as Lux Aeterna (Self 04) directed by Gaspar Noé, which was selected for the Cannes Film Festival in 2019. This collaboration with Noé became one of the highlights of the designer’s career at Saint Laurent, as it fulfilled his vision of having his collections captured by master directors, much like how Helmut Newton had photographed Yves Saint Laurent’s collections.
The emphasis on character and story in films, rather than just the visuals or costumes, is what draws attention and creates memorable experiences for audiences. While Saint Laurent Productions is a new venture for a fashion house, it is rooted in the designer’s appreciation for the art of storytelling and the power of film to evoke emotions and leave a lasting impact on viewers. By partnering with talented filmmakers and pushing boundaries, Saint Laurent Productions aims to challenge conventions and create unique and thought-provoking content that resonates with audiences.
The connection between fashion and film has always been strong, with costume design playing a crucial role in bringing characters to life on screen. Yves Saint Laurent’s work in designing costumes for movies like Belle de Jour showcased his ability to capture the essence of a character through clothing. By establishing Saint Laurent Productions, the brand has taken its involvement in the film industry to a new level, moving beyond costume design to becoming actively involved in film production. This shift represents a natural progression for a house with a strong cinematic legacy.
The decision to venture into film production was initially met with skepticism from some in the industry, as it was seen as unconventional for a fashion house to produce films. However, the positive response from individuals like Catherine Deneuve, who viewed it as a bold and beneficial move for cinema, helped to validate the decision. By collaborating with innovative directors and creating compelling content, Saint Laurent Productions sets itself apart as a trailblazer in the industry, challenging norms and bringing fresh perspectives to the world of film.
Overall, the establishment of Saint Laurent Productions represents a merging of two creatively-driven worlds – fashion and film. By aligning the brand with the art of storytelling and visual expression, Saint Laurent Productions endeavors to push boundaries, spark conversations, and create captivating content that resonates with audiences. Through strategic collaborations with talented filmmakers and a commitment to exploring new possibilities, the brand aims to carve out a unique space in the film industry while staying true to its legacy of innovation and excellence.
