Style Check | Saint Laurent couture line another step in made-to-measure revival

The rumours that have been circling are true: controversial label Saint Laurent has recently confirmed that it is reviving its haute couture collection, after more than a decade. But it is unclear whether the brand will show at Paris' seasonal haute couture fashion weeks or if it will even do a standard fashion show at all.

The new ad campaign for the line is a series of black-and-white images shot in June by creative director Hedi Slimane. It stars a model dancing in a flowing long dress, with the brand's cavernous new Couture House building in Paris as the backdrop.

The image features the kind of elegance that many critics had been looking for since Slimane took over the brand and went full-blown rocker-grunge.

Slimane had, in fact, been working on this hand-sewn atelier line catering to both women and men since 2012. No doubt the debut will be a huge deal - everyone in fashion is watching with bated breath.

Outfits will be made at "l'Atelier flou" or "l'Atelier tailleur" (respectively for dressmaking and tailoring). Both are located inside the Couture House, which was once home to the Hôtel de Sénecterre, constructed in 1685 during the reign of Louis XIV.

Slimane has a reputation for being combative with the media - excessively controlling and unwilling to give interviews - but his cooler-than-thou attitude has paid off. Because, despite that uneasy relationship with the press, the brand's revenue has grown by 24 per cent in the first half of this fiscal year. So he must be doing something right.