Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

What can brands learn from Hedigate?

Rarely has a fashion week got so much attention as this season’s Paris Fashion Week.

With Raf Simons’ Dior ready-to-wear debut being pitted against the return of Hedi Slimane at Yves Saint Laurent by the media and observers alike, the stage was set for a battle royale but by the time the referee waved for the bout to be over, it was pretty clear who had come out victorious. Simons had the belt metaphorically strapped around his waist (he gets to wear it until February at least) and Slimane was not happy.

But it was hardly a surprising outcome. Simons was showing off the back of a stellar couture collection while Slimane on the other hand was coming in from the wilderness and, through his rebranding and management of the implementation of said branding, was not in a mood to be trifled with. He declared ‘Saint Laurent’ was the brand’s new moniker, as ‘YSL’ took a back seat. But the matter was further confused when he added ‘Paris’ to the logo - any time the name was written ‘incorrectly’ it was followed swiftly by a mildly patronising email request from the press office correcting the offending article. Post-show, having not exactly been overly respectful towards the press, the response (rightly or wrongly) to the collection was rather lukewarm, a judgement about which Slimane was not that impressed, culminating in a elaborately created and ill-advised Twitter rant aimed at New York Times critic Cathy Horyn.

It was all rather unseemly and unhelpful to an industry that from the outside always appears embroiled in bitchiness and cat-fighting, but we must learn from this incident and the lesson is thus: be clear about your branding - if it needs explaining it’s not right - and understand that you can only control how your brand is perceived with what you do at your company. Get what you do inside the ring right and the rest will take care of itself.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.