Apr 14, 2023
On April 13, Saint Laurent announced the establishment of a production company and set a considerable mid-term goal.
Saint Laurent, a luxury brand established for more than 60 years, announced the establishment of its own production studio, which is the first time in the fashion industry.
The film production company is called Saint Laurent Productions. Its first work "Strange Way of Life" has been produced. This year it will appear at the 76th Cannes Film Festival held from May 16 to 27 and participate in the official selection process.
"Strange Way of Life" is directed by the famous Spanish screenwriter and producer Pedro Almodóvar. Anthony Vaccarello, Saint Laurent's creative director, led the project and was responsible for the costumes of all the characters in the film.
Famous Spanish film screenwriter and producer Pedro Almodóvar
Saint Laurent creative director Anthony Vaccarello
We can see strong western elements from the movie posters, especially the vast Gobi Desert. It tells the story of the two protagonists who were hired gunmen together when they were young, and then one became a sheriff and the other continued to be a gunman, and they reunited in a western town many years later. It mainly expounds the free and easy journey of the protagonist's bold exploration and pursuit of freedom.
Saint Laurent announced that the current medium-term goal is to double Saint Laurent's annual sales to 5 billion euros. This creative cooperation between luxury goods and the film industry, perhaps this goal can be achieved soon. Because according to the data, in 2022, Saint Laurent's turnover is 3.3 billion euros, an increase of 33% over the same period of the previous year, and the trend is positive.
Looking forward to the excellent performance of "Strange Way of Life" at the 76th Cannes Film Festival!