Saint Laurent’s £2,400 Windbreaker Problem. Price architecture in Resort 2026 collection.
- Marina 2Jour
- Jan 27
- 2 min read
Saint Laurent’s windbreaker pricing fails to align with any of the above. Introduced in the Resort 2026 collection, the windbreakers are offered in multiple colors and design variations and are priced no lower than £2,200-£2,400.
Luxury price architecture can be divided into three components:
Price as a reflection of value
Market price level
The brand’s internal pricing logic
The value — namely craftsmanship, rarity, and the story behind the product — is questionable.
The market price level is well ahead of competitors. For comparison, a silver-and-blue track jacket from Celine purchased two years ago — stylistically comparable — was priced at €1,550 (roughly £1,450 in the UK). It was a more considered proposition: the design included a hood and stood as a singular offer rather than part of a broad range of similar windbreakers.
Saint Laurent’s internal pricing logic is even more revealing. The pricing almost reaches the blazer category, now around £2,800 (approximately 10% less one or two seasons ago), and is roughly two and a half times higher than prices for sweats. The mechanism used to justify this cost of windbreakers is the classification of these items — essentially part of the jacket/sportswear/sweats family — listed under outerwear on official website. This is despite the fact that some models do not fully open, with the zipper placed only at the neckline.
What stands out most is not only the pricing of these tops, but also the £1,000+ price point of the sporty shorts.
This is particularly striking given that this sporty part of the collection, with windbreakers and sporty shorts (no less than £1,000+ price point), could have become a seasonal hit — much like the ribbed cycling shorts with the small metal plaque once did — through strong color combinations, a clearly contemporary silhouette, and an elevated sport-chic sensibility that integrates easily into a wardrobe.
Instead, such outcome is prevented by pricing. The approach appears arbitrary rather than justified; otherwise, it is difficult to explain why the same top, differentiated only by color, carries a price difference of £1,000.
