Yves Saint Laurent are definitely marketing experts and their Manifestos are another proof of that.
The idea is simple and clever. A team spreads out across London, NYC, Paris, Tokyo, Hong Kong and Milan - and for the first time last weekend, Berlin - and gives to the first 2000 lucky people a free YSL bag containing the Manifesto, a glossy booklet of photographs of a famous model wearing the last collection. In the past models have included Kate Moss, Naomi Campbell, Claudia Schiffer etc.
Last Saturday, coinciding with London Fashion Week, the 6th edition of the Manifesto, hit the streets. The booklet was photographed by Inez van Lamsweerde and Vinoodh Matadin under the creative direction of Stefano Pilati and showcases the beautiful Natalia Vodianova in the Yves Saint Laurent Spring/Summer 2010 collection.
These events give the opportunity to own a free piece of the brand and therefore create an enormous buzz, presumably at a very reasonable cost for the company. This makes YSL masters of marketing.
More info on: http://www.yslmanifesto.com/
