On Valentine’s day, in the midst of global Fashion Week madness, YSL released its Spring/Summer 2009 Manifesto by distributing heart-shaped USB keys and branded tote bags on the streets of Paris, New York, London, Milan, Tokyo and Hong Kong to the first 2,000 passersby in each city.
Each USB key contains the 20-page Manifesto featuring Claudia Schiffer, shot by Inez Van Lamsweerde and Vinoodh Matadin under the artistic direction of YSL’s own Stefano Pilati, as well as behind the scenes footage. Online, you can watch the full Manifesto video at YSL.com, and see the photos that will also be published as a print promotion. Even the print version takes on a unique form – consumers will be able to interact with the campaign by peeling out stickers and removing a poster.
This is YSL’s fourth seasonal manifesto, released as new collections for warmer weather hit stores around the world. Luxury brands are bracing for a tough year, and YSL’s manifesto strategy allows it to reach its fans directly by handing them an exclusive piece of the coveted brand. The promotion and content got picked up on at least sixty blogs in several languages, including major fashion sites, from the LA Times to Selectism.com, to Kanye West’s trend-setting personal blog.