In the Moroccan desert of Agafay, Kering organized an extraordinary show for the parade of the new Yves Saint Laurent collection.
Anthony Vaccarello, originally from Belgium and artistic director of the house Saint Laurent since 2016, invited more than 300 journalists, TikTokers and celebrities to the Agafay desert for the staging of his new men’s show.
45 minutes from Marrakech, under a scorching sun, Kering has rented land, created a 6 km long road to access the site with daily watering, volatile buildings, air conditioning and a VIP area.
It is a Hollywood studio worthy of a blockbuster, designed and produced by Bureau BETAK for Yves Saint Laurent, under the artistic direction of Anthony Vaccarello, with a 12-ton Stargate made by English artist Ed Devlin.
On the parade ground several 35-meter buildings, a technical control building, a VIP lounge and other buildings covered with mirror panels for offices and gatherings.
Even more crazy, the construction of a swimming pool to accommodate the catwalk. It is 50 lorries of 10m3 which were needed to fill it, according to the witnesses, that is just under 500 m3 in a desert region.
The risk of the wells drying up was real, and during this period the heat wave did not spare Morocco, with average temperatures of 45 to 47 degrees (55 degrees under the sun). To assemble this set, the Moroccan technicians were mobilized for more than 3 weeks and paid an average of 15 euros per day.
The shoot took place on July 15, and allowed the 250 VIP guests present, we found Catherine Deneuve and Aurélien Enthoven, son of Carla Bruni and Raphael Enthoven, who paraded that day for YSL. Jets and vans chartered from around the world for a 15-minute show in the desert, it’s about the luxury of eco-responsibility and sobriety.
It was therefore a spectacular success for the organizers, supporters of sustainable development and concerned about the planet.
We can thus read YSL’s climate goals on the luxury brand’s website:
“IN LINE WITH KERING’S SUSTAINABLE DEVELOPMENT STRATEGY FOR 2025, SAINT LAURENT IS GOING TOWARDS A 40% REDUCTION IN EP&L INTENSITY RELATED TO GROWTH, TAKING 2015 AS A REFERENCE YEAR. THIS OBJECTIVE REQUIRES ACTION TO BE TAKEN ACROSS THE SUPPLY CHAIN, FROM THE FARM TO MANUFACTURING THE PRODUCT TO PLACEMENT ON THE MARKET. SAINT LAURENT IS COMMITTED TO ACHIEVING ZERO NET GREENHOUSE GAS EMISSIONS BY 2050. , SUPPORTS THE DEVELOPMENT OF LOCAL COMMUNITIES. »
Ditto for renowned luxury service provider Bureau Betak, organizer of numerous fashion shows and events:
“In 2020, Bureau Betak announced its desire to commit to more responsible production and received the ISO 20121 standard. This “international standard was developed to promote responsible consumption and mitigate the negative effects on infrastructure and services. local public”.
Always more, to emphasize the almost super-green nature of this event, according to Vanity Fair magazine: “Saint Laurent has implemented a large system aimed at limiting the footprint of the event as much as possible, starting with consulting local experts on flora and fauna, especially reptiles and birds. Along the paths erected to take guests to the parade ground , specific pipe systems have been established to allow animals, especially those in wetlands, to take shelter.The used water, which is not potable, will then be used for irrigation projects in the Agafay desert.
We are reassured.
Off-budget Olympics, air-conditioned stadiums in Qatar, how many jet miles for a 15-minute desert parade? Absolutely, for the otherworldly members of the 0.1%, energy sobriety is a dream, redeemed by communication and undertaken greenwashing. Energy sobriety, poor thing!