Yves Saint Laurent Makes Its Way Back To Paris, after three years of renovation work, Saint Laurent has relocated its headquarters as well as showrooms, from the four decades-old one on Avenue George V to an expansive one at 37-39 rue de Bellechasse. The venue calls the Parisian brand back to its original roots at the left bank of river Seine, where Yves Saint Laurent found his true inspiration for the brand amongst the liberal, the bohemian, the artists, the intellectuals and the rebels.
The new headquarters is close to the first ready-to-wear boutique set under the name of Saint Laurent, marking the start of a new journey for this renowned fashion house.
Penthemont Cistercian Abbey at 37 Rue de Bellechasse
The recently renovated venue was previously the abbey of Penthemont in 1671. Then it was converted into the Imperial Guards barracks and later on, in 1915, it became home to the Pensions Ministry.
Along with the change in the brand’s headquarters, the Parisian fashion house had also officially moved to the left bank, with the YSL Salons De Couture and Paris Ateliers relocated to the L’Hôtel de Sénecterre, which is a 17th-Century townhouse located near the new venue.
Not only was the historical heritage of the building preserved, but all environmental sustainability rules as well as other health and safety regulations were also adhered to during the refurbishment of this 9000 square meter area; as a result, the Maison was accredited with a double environmental certificate.
The brand already has its ‘37 rue de Bellechasse’ fragrance as part of its ‘Vestiaire des Parfums’ collection, inspired by this legendary location, along with two others which were intrinsically linked to the Saint Laurent brand. The scent honors the new headquarters with its luxurious nodes of oud wood, iris, incense, musk and benzoin.
This site was also used as a backdrop in two Saint Laurent shows Anthony Vaccarello’s spring/summer 2017 show and Saint Laurent’s autumn/winter 2017/18 collection show. The former had a neon YSL logo dangling from a crane over the building, whereas the later showcased the construction site during the runway show, to give its audience a glimpse of what the new headquarters, as well as future YSL shows hosted here, will look like.
The interior with beautiful art and chandeliers depicts the Saint Laurent aesthetic. This new venue, offering the most supreme views of Paris city, is the perfect setting to appreciate and celebrate the Saint Laurent legacy.