Classic Fashion Brand Hopes Hip-Hop Will Inspire Its Men’s Line

Since Anthony Vaccarello took the reins at Saint Laurent, the men’s line hasn’t been getting much love. After the designer was tapped as the brand’s incoming creative director, he canceled the upcoming menswear show and only presented one men’s look at his debut women’s show. But now, fans are getting more insight into Vaccarello’s thoughts for the line via a new teaser video.

Featuring megaproducer and musician Travis Scott (he’s the young guy behind some of the latest projects from both Kanye West and Rihanna) the video is a part of a series Vaccarello has been posting to the brand’s Instagram since he was named creative director. Typically only identified by the date they were filmed and the names of the models featured, the clips haven’t featured many guys in clothes.

Early clips, like those on the women’s side, featured men simply in black skinny jeans. A month ago, model David Friend was the subject of one of the first films featuring men’s fashion. There, he stripped off the black suit jacket to reveal a sheer, billowing button-down as he danced through what seemed to be the venue of the brand’s debut show. In fact, the look seemed to be the singular show look from Vaccarello’s debut.

For Scott’s brand debut, the musician wears a single-breasted suit sans shirt. In all black with a pair of reflective YSL logo shades, it’s nothing outstandingly new for the brand. After apparently torching the jacket, he appears in what seems to be a white coat riding on the top of a car. It’s just a small taste of the spring 2017 collection, but it does feel like at least a little bit of a change for the brand, which displayed a bit more of a rocker and punk edge under Hedi Slimane.

The campaign is the latest fashion achievement for Travis Scott. In a recent Paper magazine cover story, the artist revealed that he would have a fashion collaboration, likely debuting in February. Although he didn’t say what brand he’d be working with, it’s still big news.

“I just saw the samples — f*****g crazy,” he told Paper. “I’m happy that this company took a chance with me.”

In addition, Scott has fronted campaigns for brands such as Puma (he was in Rihanna’s Fenty advertisements) and Alexander Wang. In fact, he helicoptered into Wang’s latest fashion week afterparty.

Since the visuals he releases to his music include a touch of fashion emphasis (he comes from the fashionable Kanye West and A$AP Rocky school of hip-hop, favoring designers like Raf Simons and Givenchy and collaborating with Maharishi), Scott has a real chance of becoming fashion’s latest favorite rapper.

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