Hedi Slimane distances himself from Black Opium

Hedi Slimane distances himself from Black Opium

The Saint Laurent designer says 'No' to the fragrance

Editor: Talar Bilemjian

Saint Laurent’s creative director Hedi Slimane has stated he has nothing to do with the creation of Black Opium, the latest women’s fragrance from Yves Saint Laurent Beauté

On Tuesday, after Saint Laurent's Spring/Summer 15 show, the French fashion house took to Twitter to clarify that Hedi Slimane had nothing to do with the making of Black Opium.  

"Hedi Slimane has been mentioned several times in the press in connection with the introduction in the market of Black Opium with Edie Campbell by Yves Saint Laurent Beauté (L'Oréal Group). It is appropriate to specify that no creative direction has been given by Hedi Slimane on the market launches and on the choices of artistic elements, or definition of image, related to the product lines or the advertising campaigns of Yves Saint Laurent Beauté, including the ones of Black Opium.", read the tweet.

Black Opium is meant to reach a younger consumer audience, according to L'Oréal executives, and is a new version of the 1777 original scent. The latest iteration is said to have the first floral coffee scent  a reference to addiction, which was a key theme in the first Opium created by perfumer Jean Amic and Jean-Louis Sieuzac of Roure. 

With the scent slated to hit shelves this month, Black Opium's advertising campaign features model Campbell running through the streets of Shanghai and was directed by Daniel Wolfe, while the print ads were photographed by Txema Yeste.


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