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(mock ups made using Saint Laurent© & Vans© logos, images and products)
YSL and Vans are two iconic brands that, while operating in different spheres, are remarkably well-positioned for a collaboration. Vans, founded in 1966 in Southern California, became synonymous with skate culture and streetwear, making an indelible mark on youth subcultures around the world. Its relaxed, rebellious vibe and accessible price point have made it a staple in the closets of teenagers, fashion icons, skaters, and musicians alike.
YSL, founded in 1961 by Yves Saint Laurent, revolutionized the fashion industry with its haute couture and ready-to-wear collections. Known for its daring, avant-garde designs, YSL has consistently pushed the boundaries of high fashion, shaping global trends and defining modern luxury. From creating the first tuxedo for women to defining Parisian chic, YSL’s influence is both bold and timeless.
Despite their distinct origins, YSL and Vans share similarities that make them a natural fit for collaboration. Both brands were founded in the 1960s, a pivotal era for creative freedom. Each brand has had a profound impact on its respective industry—Vans as a founding sponsor of street sport, and YSL by introducing rebellious elements into high fashion.
Visually, Vans’ bold graphics—like its iconic checkerboard pattern—mesh effortlessly with YSL’s sleek, monochrome luxury aesthetic. The combination of Vans’ gritty, accessible skate style with YSL’s high-fashion sensibilities is a fusion with mass appeal. This synergy allows the collaboration to strike a balance between youthful rebellion and timeless elegance, making it uniquely positioned to resonate across different demographics, from skate enthusiasts to fashion-forward individuals.
Ultimately, both YSL and Vans represent more than just brands—they defined movements in style, making a collaboration hand in glove. Beyond product—YSL x Vans could capture lightening in a bottle with the right 360 marketing approach. Here's why it works and how I would approach it, hypothetically of course...
(mock ups made using Saint Laurent© & Vans© logos, images and products)
1. Design Synergy
YSL’s monochrome palette and sharp tailoring work seamlessly with Vans’ iconic checkerboard and sportswear silhouettes. Vans’ skate shoes with YSL’s luxury detailing (leather, studs, monograms) would work well for footwear, while YSL’s sleek bags can incorporate Vans’ more casual materials like canvas, graffiti or checkerboard prints. Graphic tees and hoodies could combine Vans’ street art-inspired designs with YSL’s bold logo, making them both wearable and collectible. I anticipate these would draw considerable interest on secondary markets due to the limited run nature of collaborations of this type.
Left to right: photo of Mitch Metzger by Detroit based photograher Dominic Palarchio; source unknown; source unknown
2. Natural Fit Brand Ambassadors
For a YSL x Vans collaboration to have maximum impact, it would be critical to choose a group of brand ambassadors within skate culture to authentically bridge the gap between high fashion and streetwear. Whether they’re skaters themselves or creatives who have shaped the culture through music or visual mediums, each ambassador should bring a unique perspective that honors the legacy of skateboarding. The social impact of these figures would reach across digital into the real world. The following individuals would feel like a natural fit for a YSL x Vans Collaboration:
Skaters: Stacey Peralta, Spencer Hamilton, Alex Olsen, Kenny Anderson, Rayssa Leal, Sewa Kroetkov, Mark Appleyard, Aurelien Giraud
Actors: Rachelle Vinberg, Katerina Tannenbaum, Evan Mock, Sunny Suljic, Sean Penn
Musicians: Pharrell Williams, Lupe Fiasco, Tyler the Creator
Film: Jonah Hill, Harmony Korine, Jason Lee and Kevin Smith
Left to right: inverted Pharrell Williams shot by Lawrence Lucier; Harmony Korine via Pinterest; Evan Mock via Instagram; Katerina Tannenbaum source unknown; Rachelle Vinberg via Pinterest; Tyler the Creator via Pinterest
3. Content Strategy
Skaters (e.g., Stacey Peralta, Alex Olsen, Rayssa Leal):
Feature them in a series of short films and skate videos, with input from filmmakers like Harmony Korine or Jonah Hill. These videos can feel like an homage to 90s skate videos.
Create a docu-style series with BTS content showing their personal journeys in skateboarding, discussing how the culture has evolved and what legacy means to them.
Allow them to lead skate demos at launch events, further blending fashion and sport.
Actors (e.g., Rachelle Vinberg, Sunny Suljic):
Highlight them in storytelling campaigns about self-expression through skateboarding and fashion, releasing a series of digital ads and social content.
Pair them in social media takeovers where they explore both high-fashion moments and street culture, blending the two worlds seamlessly.
Musicians (e.g., Pharrell Williams, Lupe Fiasco):
Create limited-edition playlists inspired by the energy of the collection, available on Spotify, YouTube Music, and featured on event stages.
Musical collaborators could contribute to the soundscape of the fashion shows, as well as model and perform at select events. Lupe Fiasco or N.E.R.D. would be ideal musical performers for a YSL x Vans after party or other exclusive events at fashion week.
Film (e.g., Jonah Hill, Harmony Korine):
Direct a video series à la Mid-90s that captures the grungy, irreverent, and nostalgic feel of 90s skate culture, including VHS-style edits and handheld cinematography. These could be used for teasers across all platforms leading up to the launch.
Utilize their unique style to make a short film that can be spliced for use on digital platforms, but is a work of stand alone art when watched in full. Premiere the film at launch events as well as partner with a streaming platform for release. This contribution would make the collaboration of YSL x Vans feel less like commentary and more like a culture defining moment.
(Trailer for Mid-90's 2018, directed by Jonah Hill)
4. Digital Marketing Tactics:
• Teaser Campaign: Collaborators will release snippets of their involvement through short, stylized videos on Instagram and TikTok, featuring cryptic messages or iconic symbols of both brands to build anticipation. A unique hashtag like #YSLSkates would accompany this campaign.
• User-Generated Content Challenges: Launch a global contest on TikTok and Instagram where users show off their style or skate tricks, with the chance to win exclusive YSL x Vans products. Collaborators can kick off the challenge by posting their own content.
• Influencer Kits: Send out early influencer kits featuring custom skateboards, shoes, and accessories. Along with typical swag, we will also include numbered limited edition VHS tapes paired w branded VCRs or Camcorders. This will ecourage a meta documentation and sharing of the viewing process, which becomes an entirely new art form. A signed joint letter from both the film and creative director would be yet another thoughtful touch uniting their mutual vision.
Left to right: Vogue still life via Pinterest; Liquid Death© campaign image, Blue Bottle Coffee Instagram; The Standard lit up by photographer Thomas Loof; Ace Hotel; Thrasher Mag ft. Tony Alva cover
5. Additional Partnerships in Media, Tech, F&B, and Hospitality
Media Partnerships:
Collaborate with Vogue on a editorial spread featuring brand ambassadors and exclusive BTS coverage of the film.
Work with other publications like Thrasher and Dazed to create content that bridges the gap between high fashion and skate culture.
Tech Partnerships:
Partner with GoPro to capture skaters in action at launch events and film teasers, giving fans a live first-person POV of the experience.
Collaborate with Spotify to launch curated playlists inspired by the collection, paired with digital campaigns featuring affiliated musicians.
F&B Partnerships:
Collaborate with Liquid Death for event activations (e.g., skate park shows and pop-up events). Create branded cans with YSL x Vans artwork.
Partner with boutique, fashion-forward coffee brands like Blue Bottle Coffee or La Colombe to offer exclusive drinks at pop-up events.
Hospitality Partnerships:
Collaborate with luxury hotels like The Standard or Ace Hotel to host after-parties, blending the grungy, luxurious vibes of YSL x Vans seamlessly into the setting. Rooms could feature branded YSL x Vans merchandise as part of an immersive stay experience.
Left to right: Venice Stake Park- Los Angeles, California via Pinterest; The Arc de Triomphe- Paris, France via TripSavvy / Taylor McIntyre; Shibuya Crossing- Tokyo, Japan via Pinterest)
6. Event Locations:
Venice Skate Park, Los Angeles- Perfect for a large, immersive event blending a skate demo and fashion show, with a mix of luxury and laid-back vibes.
Southbank Skate Park, London- Known for its gritty urban edge, this location would be ideal for capturing the blend of streetwear and high fashion.
Paris- Erect a half pipe against the backdrop of a historical Parisian location for peak virality.
Brooklyn, New York (House of Vans)- For an underground, urban vibe, Brooklyn’s skate scene is the perfect blend of Vans’ street credibility and YSL’s urban chic.
Shibuya, Tokyo- An epicenter of street culture and fashion-forward consumers, Tokyo would be ideal for an edgy, high-energy event featuring local skaters.
Left to right: Hedi Slimane via Spanish Vogue; Hedi Slimane via British Vogue; Hedi Slimane via Pinterest
Since this YSL x Vans collaboration is purely hypothetical, I'm going to indulge the fantasy. In this dream scenario, Hedi Slimane would of course be the creative director. Known for his rock ‘n’ roll aesthetic, Slimane transformed Saint Laurent during his tenure as creative director from 2012 to 2016, modernizing the brand with his sleek, androgynous silhouettes and rebellious edge. His ability to merge high fashion with subversive street culture makes him the perfect lead on a collaboration like YSL x Vans. Only Slimane could marry the worlds of Parisian elegance and California cool in a way that feels honest. Even though this collaboration is likely to never occur, it's a great example of how brands of varying stature can join forces to elevate each other without the outcome feeling forced. Besides what's cooler than champagne on a half-pipe? I'll wait.
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