The Manifesto concept was created by Yve's Saint Laurent's creative director Stefano Pilati last season and it claims to offer a democratic approach to luxury branding by reaching out to a wider audience rather than relying on glossy magazine advertising alone. Pretty impressive I must say. The manifesto is also a tribute to YSL's legacy of luxury-for-all. The designer was the first to show his collection at the Stade de France and the first to employ a black model, there's always room for improvement and change. The Manifesto is not only a fanstastic advertising technique but this 20 page booklet is also eco-friendly, printed on recycled paper it offers a comprehensive view of the spring/summer advertising, which was shot by Inez van Lamsweerde and Vinoodh Matadin and features super-dupa model, the stunning Kate Moss.
The Manifesto has been handed out in selected street locations in the city of New York and Paris during the fashion weeks so if you're taking a trip to Hong Kong soon don't miss out the last opportunity to grab a copy on the 19th of April. To add to the million copy distribution worldwide, you can now watch a behind-the-scenes video that I've managed to fish up for you (below) and also visit Ysl.com to catch a glimpse of some of the images from the campaign. What can I say, a bit of D.I.Y going on there - if the mags don't quite do it why not give it a go yourself by going straight to the public. After all that's what we love!