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Saint Laurent endorsements include Courtney Love, Ariel Pink, Kim Gordon

Los Angeles residents are used to seeing celebrities of all stripes, but much of the rest of the world is not. For them, it is as if celebrities move only in the rarified world of magazines and gossip websites, always looking freshly touched-up and perfectly poised.

That impression helps explain why the new advertising campaign for the famous French designer Saint Laurent might come as a shock to some.

Rather than featuring famous models or refined actresses, the campaign for the company founded by Yves St. Laurent depicts clothing endorsed by Courtney Love, Ariel Pink and Marilyn Manson. The rock stars are shot in high contrast black-and-white and are posed to look almost like they are in a candid snapshot.

These musicians are better known for their attention-grabbing antics, messy personal lives and aggressive, angry records than they are their fashion sense. But Hedi Slimane, Saint Laurent's chief designer, said he wanted to differentiate Saint Laurent from other fashion brands, and that meant going for a different image. If Dior has a very ladylike Natalie Portman sitting primly in an all-pink drawing room, for example, then Saint Laurent wants to go far, far in the other direction

Slimane said Yves St. Laurent himself dressed Mick and Bianca Jagger for their 1979 St-Tropez wedding. Ever since then, designers for the band have found rock stars to be their edgy muses.

We wanted to write about this unusual campaign because we often work on endorsement cases. Many of our clients are in the entertainment industry and we know that endorsements have the potential to be lucrative, successful relationships for both parties.

Source: Women's Wear Daily, "Saint Laurent Rock Star Campaigns Continue," Miles Socha, April 3, 2013

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