In the early 70s, feeling as confident as possible in his righteousness, beliefs and vision of fashion, which, of course, influences trips to Morocco, Yves presents two fragrances at once: Rive Gauche for women and Pour Homme. for men. In the latter’s campaign, he is filmed in person, completely naked, sitting on a black pouffe. He is photographed by Jeanloup Sieff. Whats Next? Of course, the scandal: they do not want to publish the photos. In 1977, history will repeat itself, but in the context of Opium, a fragrance on the occasion of the autumn-winter collection inspired by China. The idea of Orient itself was not new, but the name, referring to the main drug in China at the time, caused a storm of discontent. At the same time, Opium was swept off the shelves. In just one year, sales in Europe reached $30 million.
In 1971, there were new riots around Saint Laurent: on January 25, the Scandal Collection of 80 looks, one way or another identical to the occupation of Paris during World War II, walked the catwalk. Journalists from Elle to the New York Times wrote that the man who found Paris occupied by the Germans simply cannot be inspired by these events.
The scandalous collection was called “lack of imagination”, “an indicator of bad taste”, but Yves (he was 35 years old at the time) on February 18 gave an exclusive interview to United Press International, which instantly stretched for 40 (! !!) international newspapers.
He said that his look is fresh and intellectual, and that he does not understand at all how the industry can think so narrowly, and at the end of the conversation he uttered a phrase that seemed to define his entire creative path.
