Hedi Slimane, the designer who reinvented menswear at Saint Laurent and Dior, is taking the helm at Céline — and bringing menswear to an iconically female label.

It was announced on Sunday via LVMH that Slimane would be taking over as Artistic, Creative and Image Director of Céline, an all-encompassing title that signifies Slimane will be extra involved in the shaping and perhaps rebranding of the label. As GQ’s Sam Schube wrote, the “picnic basket of titles suggest he’ll have the same power he did at Saint Laurent, if not more, where he executed a head-to-toe rebrand, pivoting toward ultra-shoppable cool-kid looks.” Slimane is a controversial choice for Céline, a label that has a sort of elevated, cerebral and refined approach to style for women. 

The New York Times also reported that Slimane will be opening a studio in Los Angeles, an increasingly popular place for the fashion industry. Karl Lagerfeld, for one, is stoked. “I am enchanted, what a great choice,” he told WWD. Another exciting part of the announcement is that Slimane will be creating a fragrance for Céline, a label usually known for avoiding the perfume space, with the exception of Vent Fou, their 1964 fragrance that blended jasmine, rose and galbanum. 

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