As previously mentioned, Yves Saint-Laurent’s new global campaign, Manifesto, is well underway, to coincide with the ongoing Paris Fashion Week for Ready-To Wear. Under the creative direction of Stefano Pilati, the massive campaign, which features Inez van Lamsweerde and Vinoodh Matadin’s photographs of supermodel Kate Moss in YSL Spring/Summer 08 collection, consist of 1 million printed matters and a traveling pop-up gallery with the same photos in life-size.
One of the first stop for the temporary gallery was New York City, which saw it set up shop on the busy street corner of Houston and Lafayette in the neighborhood of SoHo. An odd twist of irony since it was directly under a large billboard of actress Kate Bosworth for Calvin Klein Jeans. It was in another Calvin Klein campaign, from a different era, which propelled Moss’ modeling career into supermodel status.
The gallery consisted of 4 X-shaped, large pane glass, held up by what seemed to be commercial door frames. Photos of Moss were then enlarged and adhered to both side of the glass. In total, 32 photos were on display. In the meantime, campaign staff hurriedly handed out the YSL Manifesto printed matters. At the nightfall, the temperature became a frigid 18°F. The campaign staff braved on with the flyer distribution while the support team set up LED lamps to brighten the display units. Since the gallery was meant to be on display for a day, the gallery was dismantled as fast as it was assembled. All signs of the gallery were gone by midnight as the troupe headed out to their next destination. Look for its arrival in London, Milan, Tokyo, and Hong Kong on a later date.
» Yves Saint-Laurent
.
.
