While looking at Saint Laurent this morning on Instagram, the only thing I could see was a clean and minimalistic account.
I was quite surprised and wonder what kind of communication strategy of the brand this is – there is no trace of Hedi Slimane or his work.
And as what doesn’t exist on media, doesn’t exist in real life, I felt like in those movies where the past is clinically erased to forever change a story. Quite disturbing for the 390 000 followers of the brand.

No digital souvenir, no past.


Photo credits: Instagram, YSL.com