The light at the end of lockdown is in sight for some of us, but that doesn't mean things will go back to how they once were. In turn, the ways in which a fashion brand can relay content to its audience are becoming increasingly myriad, whether that be through a digital fashion show or a live streamed musical performance. Enter Saint Laurent. Just think of artistic director Anthony Vaccarello's Saint Laurent, and one instantly thinks of a rock and roll aesthetic. Music is in the Saint Laurent man and woman's veins.
Live Sessions is the label's relatively new series celebrating emerging musicians, which launched last month with Franky Gogo. For the second edition in the series, the French luxury brand have invited the electro-pop band Keep Dancing Inc into the Saint Laurent universe.
Keep Dancing Inc are a Parisian group made up of Louis, Joseph and Gabrielle, who made their debut last year. They worked on their first album with the revered British producer Tom Carmichael, who's also recorded with the likes of Haim and Change the Rapper.
Tonight the band will be playing live from Saint Laurent Rive Droite, the experiential cultural playgrounds found in Paris and L.A which Vaccarello launched in 2019. The curated spaces reflect fashion's wider shift towards alternative means of communication, ranging from music to video games, as designers find new ways to communicate with their audience and consumer. After all, who doesn't want to dress like their favourite pop star?
The boys will be taking to the Saint Laurent stage in Paris for an exclusive performance to be broadcast across Saint Laurent's social channels, including their YouTube.