High end fashion brands love to push the provocative envelope but it seems Saint Laurent went too far with its erotically charged spring 2017 campaign. Two of the images featuring Brazilian model Fernanda Oliveira naked from the waist down (unless of course you count the fishnets), wearing roller skates and bent over a stool and reclining back legs spread have been deemed degrading to women and accused of inciting rape.

Not exactly great news for the iconic French house and their new creative director Italian-Belgian designer Anthony Vaccarello who is renowned for his overtly sexy signature and celebrating the sexualisation of women.

The images have caused outrage on social media in France (yes this, from the French) and been described by Stéphane Martin, director of France’s advertising watchdog the Autorité de Régulation Professionnelle de la Publicité (ARPP) as “porno chic” and unacceptable. “I am not sure that [Saint Laurent’s] female clients would like to be associated with these images,” Martin told a British newspaper.

Credit: Instagram @ysl

The campaign has even upset France’s leading women’s group, Oséz le Feminisme! (“Dare to be Feminist!”), who have demanded the ads be banned. Kering, the luxury group who owns Saint Laurent have not yet commented on the furore and are reportedly meeting with the ARPP Friday in Paris where they will be asked to either change or withdraw them.

Meanwhile on the runway Vaccarello was up to his usual tricks, presenting gift-wrapped models in tiny PVC leather mini dresses for his second collection for Saint Laurent Autumn/Winter 2017. Things are set to get steamy indeed.



Saint Laurent AW17

See the full Saint Laurent AW17 runway show here.