With its new premium DS range, Citroen is desperate to do the same thing to its hatchbacks as French fashion has done for clothes. But sometimes it can be a bit of a stretch.
Take for example, this DS3 crafted for Yves Saint Laurent. Citroen prepared the premium hatchback specifically for an event that looks back on the history of the YSL brand and the recently passed namesake founder, using it to shuttle celebrities and journalists around Paris. (We would have gone with a C5, but we digress.)
So what makes this DS3 different from all other DS3s? A special paint job, complete with a big Yves Saint Laurent logo on the contrasting black roof. Which may be all the fashion-forward DS3 really needs, but given the countless fashion-branded special editions (like the Fiat 500 Diesel or Versace-edition Lamborghini Murcielago) and short of the concept car which the French automaker created with GQ magazine, we would have at least expected some sort of special interior treatment for a car associated with one of the world's best-known fashion houses.
An essential fashion accessory, the Citroën DS3 slipped into its finest outfit to welcome guests to the opening of the Yves Saint Laurent retrospective.
By linking the first model in the DS line to the designer who revolutionised the way women dress, Citroën is reasserting its Créative Technologie universe. A high-fashion version of the DS3, decked out in the colours of the Yves Saint Laurent retrospective, transported fashion and film stars to the show at the Petit Palais in Paris on Wednesday 10 March.
Organised by the Pierre Bergé-Yves Saint Laurent Foundation, the exhibition includes more than 300 pieces. Presented in their historical and cultural context, they create a panoramic vision of the illustrious fashion designer's body of work, from his Dior debut in 1958 to retirement in 2002. The public also gets its first look at the entire series of legendary photographs of Yves Saint Laurent taken by Jean-Loup Sieff in 1971.
The Citroën DS3, a sensual and muscular compact hatch, is thus taking its first steps in the fashion world, blending its unique atmosphere of luxury and distinction with the elegance and anti-conformist aesthetic of Yves Saint Laurent.