Abstract The aim of this essay is to take part in a discussion about the interrelation of fashion, marketing and art. Focusing on the Yves Saint Laurent brand and its creative work, the essay attempts to explore the marketing strategy, sources of inspiration and communication system. The first chapter is about the brand’s heritage and its image, which are the basics to the introduction of a brand analysis for understanding its story and lifestyle. There is also an analysis of the artistic factors that inspired Yves Saint Laurent to establish his artistic credo. It concentrates on tracing the most important influences, artistic as well as incidents of his early life, to be …show more content…
1 http://www.pbs.org/newshour/extra/features/jan-june02/yves.html 2 Yves Sain tLaurent Icons of Fashion Design by Marguerite Duras, Schirmer/Mosel, 2010 3 http://www.thebiographychannel.co.uk/biographies/yves-saint-laurent.html 4 http://www.biography.com/people/piet-mondrian-9411728 1 2
Yves Saint Laurent, ”Mondrian” day dress, FallWinter, 1965
Piet Mondrian, Composition with Red, Yellow and Blue, 1921
Besides Piet Mondrian, Yves Saint Laurent was also inspired by a Spanish painter, co-founder of Cubism movement- Pablo Picasso (1881-1973) 5. Picasso is an artist mostly renowned for the variation of the figures and abstract shapes on his paintings. Therefore, looking at the pieces of Yves Saint Laurent, we can assume that he actually was under an influence of the painter. As an example a dress from Fall/Winter collection in 1979-1980, with the different, abstract shapes on the it and the Picasso’s painting.