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Saint Laurent jumps through hoops to get back into historic HQ

Published on 02.03.2023 at 06:30 GMT Reading time 2 min

For months, the Kering subsidiary has been seeking ways to return to the building where it all began for founder Yves Saint-Laurent, on Paris's Rue Spontini. But the brand has found the task challenging.

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Saint Laurent
Brand's return to historic headquarters continues to cause a stir

Kering's couture house is preparing to move into the Parisian mansion where Yves Saint Laurent got his start. The family who owns the property has carried out major renovations to accommodate it, works it tried to charge to the previous tenants.

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The private mansion where Yves Saint Laurent set up his first studio in 1961.

Saint Laurent spends big to be part of the arts

Despite seeing its sales fall a further 8% in this year's first quarter, the French fashion label is still happy to play patron to arthouse films and Serge Gainsbourg's old home - even if the large sums invested are not making anything similar in return.

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In Focus
Is Saint Laurent producing films, or discreetly advertising on the big screen?

Kering is investing in film production to offset the waning impact of traditional forms of advertising. Touted as production partnerships, the luxury group's approach is in fact closer to brand content, not unlike the strategy adopted by rivals LVMH and Chanel.

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Saint Laurent creative director Anthony Vaccarello is directly involved in his company's film production activities.

Saint Laurent, top donor to newly opened Maison Gainsbourg

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Saint Laurent sews up deal to return to historic HQ

The Kering subsidiary has been negotiating for months with the owners of the atelier where Yves Saint Laurent made his debut. At last, the house has reached a compromise that will allow it to move back into the premises.

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Not content with financing films, Saint Laurent considers publishing books

Currently pushing its latest venture as a film producer at this year's Cannes Film Festival, Saint Laurent is also contemplating becoming a publisher.

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France
Saint Laurent jumps through hoops to get back into historic HQ

For months, the Kering subsidiary has been seeking ways to return to the building where it all began for founder Yves Saint-Laurent, on Paris's Rue Spontini. But the brand has found the task challenging.

This article may be accessed by subscribers

Do you want a free trial before subscribing?

Create your free account

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Read also

Saint Laurent
Brand's return to historic headquarters continues to cause a stir

Saint Laurent spends big to be part of the arts

In Focus
Is Saint Laurent producing films, or discreetly advertising on the big screen?

Saint Laurent, top donor to newly opened Maison Gainsbourg

Saint Laurent sews up deal to return to historic HQ

Not content with financing films, Saint Laurent considers publishing books

Louboutin sees red again over rivals copying its iconic coloured soles

Spotlight
K-pop stars rise to the top of the fashion world charts

Noses seeking sweet smell of success from perfume brands

Spotlight
The untold story of Lucien Frydlender, Karl Lagerfeld's invisible accountant

Paris Fashion Week plays host to tarpaulin tug-of-war between luxury giants

Headlines

Related topics to this article

Headlines

Related topics to this article

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Indigo Publications' websites

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Indigo Publications' websites

Louis Vuitton

Dior

François Pinault

Brigitte Bardot

De Beers

France Saint Laurent jumps through hoops to get back into historic HQ

For months, the Kering subsidiary has been seeking ways to return to the building where it all began for founder Yves Saint-Laurent, on Paris's Rue Spontini. But the brand has found the task challenging.

This article may be accessed by subscribers

Do you want a free trial before subscribing?

Create your free account

create a free account

Read also

Saint Laurent Brand's return to historic headquarters continues to cause a stir

Saint Laurent spends big to be part of the arts

In Focus Is Saint Laurent producing films, or discreetly advertising on the big screen?

Saint Laurent, top donor to newly opened Maison Gainsbourg

Saint Laurent sews up deal to return to historic HQ

Not content with financing films, Saint Laurent considers publishing books

Louboutin sees red again over rivals copying its iconic coloured soles

Spotlight K-pop stars rise to the top of the fashion world charts

Noses seeking sweet smell of success from perfume brands

Spotlight The untold story of Lucien Frydlender, Karl Lagerfeld's invisible accountant

Paris Fashion Week plays host to tarpaulin tug-of-war between luxury giants

Headlines

Related topics to this article

Headlines

Related topics to this article

About Glitz

Subscription

Glitz on social media

Indigo Publications' websites

France
Saint Laurent jumps through hoops to get back into historic HQ

Saint Laurent
Brand's return to historic headquarters continues to cause a stir

In Focus
Is Saint Laurent producing films, or discreetly advertising on the big screen?

Spotlight
K-pop stars rise to the top of the fashion world charts

Spotlight
The untold story of Lucien Frydlender, Karl Lagerfeld's invisible accountant