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New Direction For Ysl

Fashion Inc.

by Lauren Goldstein Crowe
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Apr 09 2007 12:00am EDT

New Direction For YSL

I recently learned that in July Yves Saint Laurent will launch a capsule travel collection, consisting of a few key pieces: A safari jacket, a kaftan, a knit tuxedo that won't wrinkle when packed, washed silk t-shirts, and basic jersey dresses. What I found most interesting about this is that the prices will be 30 percent less than their current collection. Yves Saint Laurent is still struggling to find its customer. The runway collections are either loved or loathed depending on who you ask, but not easy to wear in either case. The fall collection was a step in the right direction, more wearable than most. But I think this new collection is a brilliant way to get regular old shoppers --those who don't want to dress like a fancy French doll -- back into the shops. I hope it's not just a one-off but part of a greater plan. □

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