Founded in 1961, Yves Saint Laurent was the first couture house to introduce the concept of luxury prêt-à-porter. In a 1966 collection called ‘Saint Laurent Rive Gauche’, synonymous with youth and freedom. This shift represented a first critical step in the modernization of fashion and revolutionized the socio-cultural landscape. Saint Laurent Paris, under the creative direction of Anthony Vaccarello appointed in April 2016, offers a broad range of women's and men's ready-to-wear products, leather goods, shoes jewellery and eyewear, under the "Saint Laurent Paris" logo. .