Hedi’s use of laid back Californian iconography was presented in a bold way throughout his Spring/Summer 2016 collection for Saint Laurent. He pushed up the general mood to a much lighter tone with thrift-shop looking clothes from palm tree bombers” to ripped denim. The California grunge scene was omnipresent with long haired blonde models actually wearing Kurt Cobain’s iconic sunglasses.

Currently Hedi is dividing the critics. He is the king of marketing and knows exactly how to push up the sales but his collections rarely amaze. After Alber Elbaz surprising end at LANVIN for commercial reasons it remains unclear what the defintion of a good designer in contemporary times is. Is Hedi the ultimate designer of the future? It sure looks this way.


Photography Stefan Dotter