A Sarcastic T-Shirt Poked Into The Sore Of Pain.

Is it a satire? Why is the fire of Saint Laurent so big?

Recently, the days of What About Yves and its founder Jeanine Hellier were very tough, and they were brought to court by Saint Laurent.

The origin of things is this: the company called What About Yves launched a single product T-shirt called "Ain" t Laurent Without Yves, translated into Chinese, meaning "no Yves, Saint Laurent or Saint Laurent?" T-shirt satirize Saint Laurent's current fashion director HediSlimane to rename the brand. In 2013, the fashion director who had just taken office changed the name of Yi Fu, and removed Yves (Yi Fu) from the name of SaintLaurent (Saint Laurent). YSL This sarcastic T-shirt made Saint Laurent company angry. They took the company to court on the grounds of infringing trademark exclusive rights, false name of origin and unfair competition.

This is not the first time such a satire has appeared on the market. T-shirt Well, as early as 2013, people used to rename things. Colette is a boutique in Paris, France. When St. Laurent changed its name, the boutique built 300 spoof. Y.S.L The "Ain 'tLaurentWithoutYves" was also written on the top of the sweater. Saint Laurent was very angry and the consequences were very serious. They sold all the fake and shoddy products and maliciously damaged the corporate image, and cancelled all orders in the spring of Colette2014, worth up to 285000 dollars.

In fashion, this kind of litigation Nothing new. In 2013, Cartire (Cartier) sued a shirt manufacturer called "Cuntier", saying they had misled consumers.

One thing to be sure is: with the rising sales of Saint Laurent, Hedi Slimane will have more and more voice within the company. No matter what kind of wayward action he will take in the future, we are ready for psychological preparation.

Because it satirize the pain point of the company. Saint Laurent is a fashion brand created by YvesSaintLaurent in 1966. He flaunts the traditional essence of French fashion and subverts women's dress rules. However, HediSlimane, the creative director of the company, has been mixed up since he took office in 2012. When he took office, he moved the YSL studio from Paris to Losangeles, and suddenly changed the name of YvesSaintLaurent for more than 50 years, removing the seemingly awkward "Yves" and turning it into SaintLaurentParis, aiming to restore SaintLaurent's advanced customization business.

The change of name caused some YSL loyalists' dissatisfaction. They think that Hedi Slimane's "rock decadent wind" is not consistent with the brand's consistent style. Many public figures including Kanye West have publicly expressed their weariness with the designer.

But most consumers buy this bad boy's account. According to the report, sales of Saint Laurent rose after he took over. The brand became the best performing brand of Kai Yun group in recent years, and sales in Saint Laurent increased by 21% in 2014. In addition to design, Hedi Slimane is a marketing master. In recent two years, many brand related films have been released, and the number of stores in Saint Laurent has also soared.