A few days ago, Hedi Slimane, the new creative director responsible for many highly controversial decisions at Yves Saint Laurent as of late, including the brand’s name change to Saint Laurent Paris, released the first images for his Spring 2013 ad campaign which he photographed himself.

The first installment of his ad campaign stars model Julia Nobis photographed in the Spring 2013 collection in Los Angeles after his debut show in Paris in October. The collection and subsequent campaign exudes Slimane’s brand of effortless, high-end cool. The looks were inspired by a Western ghost town meets 70s rock and roll, with a distinctly modern update. That means lots of pussy bows, slimly tailored pants with tuxedo jackets, and wide-brimmed, eye-obscuring hats.

The Spring 2013 collection was Slimane’s reinterpretation of a lot of traditional YSL silhouettes, but the advertising campaign moves the label in a totally different, very contemporary direction. The photos are much darker, more mysterious, and provocative than anything YSL has done since its days under the direction of infamous scandal-maker, Tom Ford.

So, what do you lovelies think of Slimane’s first images for the newly dubbed Saint Laurent Paris? Do the clothes and pictures live up to all the hype or has his premiere been less than extraordinary?

[via New York Magazine]