Yves Saint Laurent

Founded in 1961, Yves Saint Laurent is one of the most important fashion maison of the 20th century. Born as a Haute Couture maison, in 1966 it revolutionized the way fashion and society interact, introducing the creation of luxury garments on a larger scale than exclusive collections. The creation of the brand's emblem, the iconic "YSL" logo, was entrusted in 1963 to the advertising graphics master Cassandre, one of the greatest graphic designers of the Art Deco period. It can be said that, throughout the sixties and seventies, the maison popularized the beatnik style. Iconic pieces from the brand's history include safari jackets, slim-fit trousers, and thigh-high boots. One of the brand's most defining creations is known as "Le Smoking," dating back to 1966: a women's tuxedo, later comparable to a suit. The brand helped develop the concept of Prêt-à-Porter and, from 1978, introduced the voluminous, padded silhouettes that came to define 1980s fashion.