Musings of A Muse

Inez van Lamsweerde and Vinoodh Matadin‘s campaigns for YSL have always utilized the industry’s best models to create iconic imagery. Who can forget those great shots of Claudia Schiffer posing in front of the Hollywood sign, or Naomi Campbell looking luxe in those sequined harem pants back in F/W 08? The brand has always been smart about combining the right model and setting and this season’s ads are no exception. After seasons of supers, the fresh faced Arizona Muse takes the reigns and looks incredible as she lounges in Marrakech.



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43 Comments
  1. This is amazing. Definately the best campaign i’ve seen so far.
    And Arizona is the next superstar. She has Prada this season, and now YSL after Daria Werbowy, Natalia Vodianova and all other supers. That is one HUGE achievement.

  2. fresh airrr i LOOVEEE ARIZONA MUSE, LOOKING FORWARD TO SEE THE NEW PRADA AD AND MANY MORE ADS WITH THIS AMAZING PERSON!!!

  3. This is a boring ad for YSL and the model is plain too ….Gees fashion Ads are becomming boring and lame since the main designers pass away.There is no sense of creativity that YSL use to have:( so SAD.

  4. How can I possible know that the set of the campaign is MARRAKECH???
    It could be anywhere!!!!

  5. More info regarding the location from WWD:

    Stefano Pilati had model Arizona Muse pose in the gardens of Bled Roknine, a Thirties-style villa in Marrakech, for photographers Inez van Lamsweerde and Vinoodh Matadin.

    Of course they could say that they shot it in Kansas City, but Marrakech is much more exciting 🙂 Plus these are only the first few ads so the others may show off more of the beautiful location.

  6. I really like this ad. Fresh, simple and great outfits.

    And for those wanting crazy, exciting ads. I don’t think companies can afford to do those in an economic time like this. Fashion can still be fantasy but it still needs to be rooted in something real. The images still demand great models, looking luxe. But the focus needs to be the clothes so that people will buy said clothes and the companies won’t go under.

    One comment above said there is no creativity at YSL. The comment was directed at the model and the picture, with no word about the amazing, well cut and unique clothes the model is wearing. That is where the creativity lies.

    The era of the supermodel died out because designers wanted the focus to be the clothes not the girls, I feel this is somewhat the same. Campaigns can still be artistic but the focus should be the clothes. And don’t get me wrong, I still love a high art fashion photo. But I understand why campaigns are more simple.

    Am I just ranting now?

  7. Oh it’s stunning now this is a AD !
    was so ready to see Daria Werbowy or even Miranda Kerr for crying out loud, so happy its her shes amazing. She’s going to be ranked in no time.

  8. THIS IS WHERE FASHION NEEDS TO GO,USING MODELS THAT ARE ADULTS INSTEAD OF KIDS….MS. MUSE IS SOPHISTICATED,SEXY,AND STUNNINGLY BEAUTIFUL IN THIS YSL AD.THIS IS A REAL WOMAN AND A MOTHER POEOPLE..FASHION WORLD TAKE SOME NOTES! BRAVO!!

  9. @person NO WAY IN HELL THESE PHOTOS WOULD BE THE BEST CAMPAIGN IN S/S 2011. GIVENCHY IS KICKING ASS RIGHT NOW!!!

  10. I think the model is boring. I hate her face in that first picture. YSL can we do this again so I have a reason to go out and try and get a manifesto? please? thanks.

  11. she is pretty but I would never decipher her look in a sea of models. This is a nice pretty campaign, little boring though. somehow reminds me of Valentina Z and MCB mix.

  12. I preferred the YSL campaigns of the past. Kate, Naomi, Natalia, Daria, they brought something to YSL, that I find lacking here.

  13. Arizona is so elegant and sophisticated here, she looks like a countess on a Marakkech expedition.

    The first picture looks like an architecture, and Muse pulled it off.

    BTW, they could have shot this in Tucson or Palm Springs and get the same vibe, where they can save money on top of it. Didn’t Daria’s shots just of her walking down the stairs?

  14. It’s interesting that the location wasn’t in the Jardin Majorelle, YSL’s former home in Marrakech. Perhaps the predominantly blue/yellow theme of the garden hardscapes would’ve clashed with the collection.

  15. Arizona Muse has the making of the Next Best Thing. I guess, to all who don’t like her, Deal with it!

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