Yves Saint Laurent Isn’t Erasing Slimane. They’re Just Adding Vaccarello.

Break-ups can be ugly.

The Gucci Museum was opened in Florence, Italy in 2011. The museum features historical exhibits that date all the way back to Gucci’s 1921 beginnings. There are some fabulous things within its walls, such as a pimped-out Gucci Chrysler with monogrammed seats and lots of Lurex and leather and suede ‘70s stuff. It was classic Gucci: hilarious, tacky, peppered with some dodgy lines. Surprisingly, nothing in the museum is from the Ford years.

Do we remember Tom Ford? His slinky, sexy ‘70s carved a niche for Gucci. Ford single-handedly saved Gucci from bankruptcy, elevating it to a multi-billion dollar luxury empire. (Gucci group later was absorbed into Kering luxury group).

It’s fascinating how a brand can edit its own history.

Anthony Vaccarello was announced as the new creative director of Yves Saint Laurent just last week, replacing Hedi Slimane, but by Monday the brand’s Instagram had already purged themselves of every indication of Slimane’s very existence. The only photo remaining on the profile is a portrait of the new creative director.

“Like a scorned girlfriend might remove every image of her cheating ex from facebook, Saint Laurent just erased traces of its former creative director, Hedi Slimane, from its official Instagram account.”

Excuse me?

Here’s the truth: I have been following the brand’s Instagram for a very long time. I am sure that they never post anything. By that, I mean it has been a blank profile for years, so now posting a portrait of the new director, shouldn’t really offend anybody. It is just a new marketing strategy that the brand is ready to take on next: social media.

Considering how big the success was during Slimane’s period, it might be possible for Vaccarello to follow its original design frame, created by Slimane. Just like what Frida Giannini did after Ford left Gucci back in the day.

By erasing this major part of the history of the brand, it’s no different than shooting itself in the foot.

But Yves Saint Laurent isn’t erasing Hedi Slimane. They’re just finally branding themselves on social media.

So stop picking on them.