The year 2017 witnessed a significant moment in the history of Saint Laurent, not for a groundbreaking runway show or a revolutionary design, but for a highly controversial advertising campaign that sparked widespread outrage and ultimately led to its withdrawal. This article delves into the intricacies of the YSL Pub 2017, examining the campaign itself, the ensuing controversy, its implications for the brand, and its place within the broader context of Yves Saint Laurent's history of provocative marketing.
Saint Laurent Spring 2017 Ready-to-Wear and the Seeds of Controversy:
Before examining the campaign's fallout, it's crucial to understand the context of the Saint Laurent Spring 2017 Ready-to-Wear collection. The collection itself, while not overtly controversial, set a certain tone. It was a continuation of the brand's ongoing exploration of a specific aesthetic – one that often played with ideas of rebellion, sexuality, and a certain nonchalant coolness. This aesthetic, while undeniably stylish and commercially successful, laid the groundwork for the interpretations that would ignite the controversy surrounding the accompanying advertising campaign. The collection featured a range of pieces, from sleek tailored suits to more revealing garments, reflecting the multifaceted nature of the Saint Laurent woman – a figure simultaneously powerful and vulnerable, sophisticated and rebellious. This ambiguity, however, would be interpreted differently through the lens of the accompanying advertising campaign.
The Polémique Autour de la Campagne Publicitaire:
The YSL Pub 2017 campaign, featuring several images, immediately drew criticism for its perceived sexism. While the exact imagery varied across different platforms and publications, the core complaint centered on the portrayal of women. Accusations ranged from the objectification of women to the normalization of unhealthy body image standards. The images, while undeniably striking and visually arresting in line with the brand’s aesthetic, were deemed to cross a line by many. The lack of agency afforded to the female models in the photographs fueled the firestorm. Rather than showcasing empowered women, critics argued that the campaign presented a retrograde image of femininity, reducing women to mere objects of male desire. The controversy wasn't confined to social media; it spilled over into mainstream media, triggering a wider discussion about the responsibility of fashion brands in shaping societal perceptions of women.
The speed with which the backlash unfolded showcased the power of social media in holding brands accountable for their marketing choices. What started as isolated comments quickly transformed into a coordinated wave of criticism, forcing Saint Laurent to respond to the mounting pressure. The brand's initial silence only exacerbated the situation, allowing the controversy to fester and gain momentum. The accusations of sexism weren't merely dismissed as the opinions of a vocal minority; they represented a significant portion of public opinion, forcing the brand to re-evaluate its marketing strategy.
Saint Laurent's Response and the Withdrawal of the Campaign:
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