I spotted yet another guest in a Saint Laurent suit in the society pages and realized something interesting. This suit works well for public figures and editorials thanks to its clear statement and memorable visual appeal.
But it’s not flexible at all. For a client outside the world of society columns—where many guests wear brand-loaned looks—or beyond the pages of glossy magazines, there’s no option to adapt it to themselves. It’s either that exact styling or the concept is lost. The brand didn’t provide that flexibility on the runway, in merchandising, or through wholesalers.
In commercial terms, the target audience for a piece like this (core piece in the collection) is extremely limited. It appeals either to those who already love this style or to those the brand has managed to influence. Influencing a solvent audience (retail price is around £2,465 for jacket and £1,180 for pants) confident in their own taste? That’s hard. Almost impossible.
