Fashion lovers rejoice! The iconic French fashion house Yves Saint Laurent is coming to New York City. This fall, the brand will open its first flagship store in the Big Apple, located at 855 Madison Avenue. The new four-story, 17,000-square-foot space will showcase the full range of YSL products, from ready-to-wear to accessories to beauty. It will also feature exclusive items that can only be found at the NYC flagship. Before we dive further into the new store though, here’s a little extra information on who Yves Saint Laurent is and why the store is so important now and historically.
Yves Saint Laurent (born August 1, 1936) is a French fashion designer
In 1961, he founded his eponymous label and built it into an international powerhouse. He was the first couturier to introduce the concept of ready-to-wear with his RTL line in 1966 and is regarded as one of the most prominent figures in fashion history. His legacy continues through the work of his protégées, including current creative director Anthony Vaccarello. Saint Laurent’s parents died when he was just a teenager and he was raised by his grandmother. When he was 17, he moved to Paris to pursue a career in fashion design. After working for several renowned designers including Christian Dior, Saint Laurent launched his own label in 1961. His early collections were met with critical acclaim and established him as a leading light in the world of high fashion. In 1966, Saint Laurent made headlines again with his revolutionary ready-to-wear collection which did away with the traditional rules of haute couture. This bold move cemented his reputation as a visionary designer and helped grow his brand into the global empire it is today. Throughout his career, Saint Laurent remained true to himself and his vision for modern femininity, a legacy that has found its way progressively and fittingly in modern fashion. He eschewed trends in favor of timeless style and clothing that women could actually wear on a daily basis.
The new store is quite large, with a variety of attributes that make it even more appealing. Shoppers can expect personalization services and a made-to-measure salon for bespoke clothing. This isn’t the first time YSL has had a presence in New York City – back in the 1970s, the brand opened a boutique on 57th Street. But this new flagship store is much more ambitious, and is part of the brand’s larger plan to expand its global reach. In the last few years, Yves Saint Laurent has been on a mission to expand its global reach. The iconic French fashion house is now present in over 80 countries around the world, with a particular focus on key markets such as China, Japan, and the United States. YSL’s expansion strategy has been two-pronged: firstly, increasing its brick-and-mortar presence through opening new flagship stores; secondly, investing heavily in digital and social media to connect with millennial consumers. In terms of store openings, YSL has adopted a cautious approach, choosing locations that will best showcase its luxurious collections and high-end customer service. In China alone, there are now 9 YSL boutiques across major cities including Beijing, Shanghai, and Chengdu. And in the US market, which is hugely important for any luxury brand looking to grow globally, YSL opened its first flagship store on Fifth Avenue in 2017. But it’s not just about physical stores – online sales have also played a big role in YSL’s recent success. The brand has seen double-digit growth in e-commerce sales each year since 2015, thanks to strong performances in both Europe and Asia Pacific.
Moreover, social media platforms like Instagram have been crucial for connecting with millennials who are increasingly interested in luxury fashion but may not be able or willing to splurge on designer items just yet. For example, one of YSL’s most popular Instagram campaigns was #ysl15days – an initiative that saw 15 up-and-coming photographers from around the world taking over the brand’s account for 15 days straight. This gave millennials a behind-the-scenes look at what goes into creating a high fashion campaign while also showcasing some of YSL’s latest products. It was a clever way to generate buzz and excitement around the brand without resorting to traditional advertising methods. Looking ahead, it seems clear that Yves Saint Laurent will continue its push into new markets as part of its goal to become one of the world’s leading luxury fashion houses
With its mix of high fashion and street style sensibilities, Yves Saint Laurent has long been a favorite among stylish celebrities and everyday fashionistas alike. We can’t wait to see what looks come out of the NYC flagship store!