The very first Saint Laurent show by Hedi Slimane was solely met with outrage if not weak praise; not only from disappointed consumers(us included), but also several figures from the industry itself, mainly comparing the collection to Topshop and categorising some of the garments as a "busboy's" as Cathy Horyn puts it, referring to the brand's classic tuxedo suit.
Surprisingly since Slimane took the reins at Saint Laurent, revenue increased significantly. According to Buro 24/7 Kering reported that sales were $807 million, indicating a 27% increase, which raises the question: why were people purchasing overstated garments that came with a hefty price tag?
The case at hand also lies with other brands (contemporary and luxury) that all share a similar aesthetic: basics, clean cuts, expert tailoring and vital classics for every type of wardrobe. Theory, founded by Andrew Rosen, announced an approximate amount of $670 million as part of their global sales. Theory, which solely focuses on "clean silhouettes, quality, craftsmanship, and fit" has amassed its own cult following in the past decade, and even enlisted Belgian designer Olivier Theyskens in 2011 to further elevate the brand in several aspects of design. Our take on the matter? Consumers are willing to invest hundreds of dollars on comfortable clothing - modern yet chic when paired with other statement-making pieces of an outfit.