Freja for Saint Laurent

Text: Kelly Desipri

 

The danish “mermaid” is back in action for good. This time Freja Beha Erichsen  is Hedi Slimane’s choice for Saint Laurent’s pre-fall 2013 campaign and the part fits her like a glove. Staged in the brand new Paris flagship store at 53 Avenue Montaigne, the campaign follows Freja as she unfolds her androgynous sensuality and effortless elegance.

Of course Hedi Slimane’s touch of gold is not only found in the masculine biker jackets, crisp white shirts and slim leather pants that Freja is wearing, but also behind the black and white, architecturally structured photographs. The juxtaposition between the danish beauty and the metallic cool interiors brings out the same old hedonism that Yves Saint Laurent channelled in the late 70s but in an oh-so-contemporary way.