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Many know the famous Mr. Saint Laurent for his influence on fashion and how modern women dress today. But nowadays, it is creative director Stefano Pilati who dictates at the luxury fashion house. The brand aspires to have an artistic approach to fashion design in an industry that is mostly commercially driven. With the arrival of the Internet and with that access to immediate information, luxury fashion houses have become fully accessible and also approachable for the public. The brands have to represent themselves through multiple media channels, where the communication of a strong brand identity is vital. The research will look into ways for the brand to communicate the visual brand identity in the current fashion climate with Stefano Pilati''s visioning, while maintaining Mr. Saint Laurent''s legacy at the same time.