In a striking departure from tradition, Saint Laurent's team, including Anthony Vaccarello, shifted their focus to Los Angeles for the Oscars instead of preparing for Paris Fashion Week. Their film, 'Emilia Perez', received 13 Oscar nominations and celebrated milestones in diversity, with actress Karla Sofia Gascon nominated for best actress. The decision to delay the fashion show illustrates the evolving dynamics between fashion and cinema, while also highlighting the unpredictable nature of celebrity associations and their potential repercussions for brands.
Though the fashion world typically buzzes with activity leading up to Paris Fashion Week, this year’s backdrop involves the unexpected complexities of brand association with film stars.
Saint Laurent Productions, marking the first foray of a fashion brand into film production, reveals both the ambition and risks inherent in playing a role within the unpredictable world of cinema.
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