Cyrus and Hemsworth, who married at an intimate family ceremony in December, are part of the LA crowd Vaccarello finds an affiliation with because of their “relaxed” attitude. “There’s a quality of life we don’t have in Paris, in England, or anywhere else,” he told Vogue at the presentation. “The people I’ve met here are very gender-fluid, very relaxed.” The dress code of the the FROW attested to this – it was all ripped, low-slung skinny jeans, polished boots and precisely cut leather and suede jackets. Jagger does anti-beachwear.
“I tried to connect Mick in the Seventies with LA, which I think is the new Marrakech,” Vaccarello continued, providing some reasoning behind why he had asked Saint Laurent brand ambassadors, including Amber Heard and Anja Rubik, to pose for pictures in front of Miami’s surf, rather than the Eiffel Tower, which is normally the case. “I think Marrakech has become over-used and too touristy, in a way. I always saw Los Angeles as a new Marrakech.”
The location of Saint Laurent’s new store on Rodeo Drive is also underlined by Vaccarello’s mission to take the Moroccan heritage of the brand to this strand of free-spirited West Coast customers. The boutique, which will open on June 8 in tandem with a sister space in the former Colette store in Paris, will be a concept space-cum-laboratory, where the brand can try selling novelty items, such as skateboards, yoga mats, stationery, lighters and condoms, as well as mainline fashion.
“I think stores in general are boring. Everyone is copying everyone else, and everything looks the same,” opined Vaccarello. “To me, Saint Laurent is the only house where you can really dream and picture something different.” LA’s bohemian community is certainly a good place to experiment.
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