Saint Laurent CEO: Heritage Must Evolve, Not Just Preserve

Cédric Charbit, the chief executive officer of Saint Laurent, stated that the brand's heritage must keep moving forward, rather than simply preserving the past. Speaking at the WWD x SKP Global Fashion & Beauty Summit in Wuhan, China, Charbit said that founder Yves Saint Laurent was always in sync with his time and looked to what was next.

What is Saint Laurent's philosophy now? Charbit emphasized that the house's history should be used to engage with the present. He credited former creative director Anthony Vaccarello, who stepped down earlier this month, with making a significant impact on the brand's financial trajectory, image, and cultural relevance over the past decade. A successor for Vaccarello is expected to be named soon.

How does Saint Laurent balance heritage and innovation? The CEO highlighted that Yves Saint Laurent himself, who opened his couture house at 21, was driven by creativity and vision, not by preserving a legacy he didn't yet know he would create. The brand's move into ready-to-wear in 1966 was another example of responding to changing times. Charbit stressed the importance of authenticity, credibility, and telling a meaningful story to clients, especially in a challenging luxury market.

What are Saint Laurent's future priorities? Creativity is paramount, according to Charbit, who sees it as a collective achievement involving everyone in the company. Saint Laurent aims to become a more complete house across categories and geographies, always keeping the client at the center. The brand is also exploring how technology, including AI, can help understand clients and create desire, but ultimately, the goal is to surprise them with things they didn't know they wanted.

What about the China market? Saint Laurent has a long-standing connection with China, dating back to a 1977 collection and Yves Saint Laurent's 1985 visit to Beijing. Charbit expressed confidence in the brand's future in China, where it has been present since 2010. The company is currently relocating, renovating, or redesigning stores, rethinking assortments, and improving communication with local clients, aiming to address 90 percent of its store network by the end of 2027.