We have substantial reason to believe that Hedi Slimane, designer, photographer, and newly minted creative director at Yves Saint Laurent, lives by the mantra “go big or go home.” There was no question that the former Dior Homme boss would give the historic French house a firm shake-up once he landed the coveted position early last year, but he’s made some unprecedented changes to the très classic company. Like fucking with the name, for starters — just a few short months after his promotion, Slimane announced that he would be changing the universally recognized YSL brand to Saint Laurent Paris. The industry collectively gasped, and maybe dry-heaved a little. Now it seems that the new Saint Laurent under Slimane’s jurisdiction is packaged to appeal not to the elegant, uber-chic likes of its past demographic, but a hipper, more modern audience with retro sensibilities. Read: younger.
And what better way to project that image than by using musicians as muse? Slimane’s hugely successful first collection has only been photographed thus far on pop icons like Lady Gaga, Keith Richards, and Gwen Stefani (for the cover of Vogue, no less). Now, the rebranding renegade has taken it one step further by tapping Beck as the male star of his first ad campaign. You know, Beck, of “Loser” fame. I don’t know if any of you are Beck fans (are they still out there?), but if so, you’ll also be delighted to know that a new video for the campaign, featuring Beck, is set to a Beck song. It’s, like, fifty degrees of Beck, or something. So much Beck. You can check out the music video below, if that’s your thing, and it very well may be. [Fashionista]