Yves Saint Laurent Says Smoking Its Cigarettes Make You More Attractive

by , 05/19/11   filed under: The Big Idea

Yves Saint Laurent

Yves Saint Laurent is taking its conception of “Le Smoking” seriously—and perhaps a tad too literally. When the French fashion house isn’t employing African artisans to cobble purses together from recycled plastic bags and fair-trade cotton, it’s also lending its moniker to a line of cigarettes. So much for social responsibility. Marketed to women in Asia and Russia, the smokes come in minimalist black boxes with gold foil. You don’t have to pony up for prestige pricing, either: Online retailers hawk the cancer sticks, which have been around since 1989, for up to $44 per 200-cigarette pack.

Yves Saint Laurent


We don’t have to tell you about the dangers of tobacco, the gaucheness of nicotine-stained teeth, or the idiocy of self-induced lung cancer and heart disease. You’re far too sophisticated not to know. For the less-informed, however, YSL offers a Faustian deal. Its cigarettes, according to the luxury label, creates a “sense of appeal to female vanity and thereby making the woman who chose to smoke Yves Saint Laurent cigarettes more attractive than one who smokes another brand, or more attractive than a woman who did not smoke at all.”

The woman who smokes YSL cigarettes is more attractive than one who smokes another brand or doesn’t smoke at all, claims the fashion house.

YSL isn’t the only high-end brand to market so-called “fashion cigarettes.” Other companies known to have dabbled in the practice include Givenchy, Versace, Pierre Cardin, Christian Lacroix, and Cartier. Ironically, in a 1968 interview, Saint Laurent himself admitted he didn’t smoke his eponymous cigarettes, claiming not to “like the flavor.”

Smokes, mirrors, and lies? Only in fashion, kids. Only in fashion.

[Via Daily Mail]

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3 Responses to “Yves Saint Laurent Says Smoking Its Cigarettes Make You More Attractive”

  1. Can’t say I’m too surprised, what with ethics and all.
    Do they still actively promote them in Russia and China or are these old ads?
    Seems like such an old way of thinking to be fooled into believing cigarettes are in any way good for you.

  2. CarolinaA says:

    The tabacco companies ensure that future generations will be smokers by making their mothers smokers. Therefore companies brought to market products similar to YSL to attract them. Could it be that some capital involved in this products belongs to a tobacco company? Could it be that tabacco companies are using fashion brands to get to women in a way they can not?
    We will never know!

  3. Copper says:

    This is the least responsible thing that YSL could say. Smoking is a nasty habit no matter who makes the cigs. Giving young women cancer is not cool at all!

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