YSL’s New (Online) Look
Ahead of his runway debut tonight for Saint Laurent, Hedi Slimane extended his overhaul of the mythic fashion house to the online realm. Over the weekend, Slimane initiated a reboot of Yves Saint Laurent’s Web site, mounting rotating preview animations to occupy the homepage until Tuesday when the new-look site goes live.
Like the previous iteration, it will be e-commerce equipped. However, it will sell only new designs by Slimane, who succeeded Stefano Pilati earlier this year and initiated a floor-to-ceiling overhaul. For starters, Slimane changed the name of the collection and stores to Saint Laurent to symbolize the principles of youth, freedom and modernity that inspired the creation of Saint Laurent Rive Gauche ready-to-wear back in 1966.
A YSL spokesman said that visitors to the revamped site would be able to preorder items from the cruise and spring seasons, including rtw and accessories. First deliveries are scheduled for January. The site’s URL will remain the same, ysl.com, and with similar site architecture, but with new imagery and layouts all by Slimane, the spokesman added.
FaceBook to Monetize Gifts
E-commerce is looming larger on FaceBook. The social network last week launched a new service that enables users to buy and send gifts to friends through FaceBook — an indication of the company’s larger e-commerce ambitions. Gifts will be tied into Facebook’s birthday reminders, which will urge users to send gifts to friends’ Timeline pages. The move wasn’t a total surprise considering that Facebook in May bought Karma, a gift-buying start-up, for $80 million. Up to now, Facebook has primarily focused on e-commerce and payments through virtual goods mainly with social games.
But the social media giant is eager to generate new revenue streams, especially after its disappointing initial public offering in May. Earlier this month, the company decided to begin charging brands to use its previously free Offers service. Merchants will now be required to buy ads in order to use Facebook Offers, which allows businesses to push deals out to customers. “Facebook is going to seek to monetize everything,” predicted Victor B. Anthony, an analyst at Topeka Capital Markets. “E-commerce is one of the ways. It could charge commission or some sort of flat fee, or take a percentage of sales.”
Freja Beha: new face of Maybelline?
Will Erin Wasson be entirely replaced as the face of Maybelline by newcomer Freja Beha Erichsen? Wasson has been the international spokesperson for the brand since 2002, but sources say her contract is up soon and may not be renewed. “Freja has already been doing some shoots that would have been earmarked for Erin,” says an insider. Charlotte Free was signed in April.
– Taneisha Jordan
Sources: WWD: Page Six