Long before Marc Jacobs posed nude for his own BANG fragrance in 2010, Yves Saint Laurent was pictured naked for the fashion house’s first male fragrance, Pour Homme in 1971. Wearing nothing but some spectacles, Laurent was photographed by Jeanloup Sieff, marking the first time in fashion history that a perfume maker had posed for his own advertising campaign.
Pierre Bergé, Saint Laurent’s business partner, said in 1997, “It was just provocation on the part of Yves Saint Laurent. The picture didn’t specifically target the gay population, even though it resonated strongly among them. In any case the photo was hardly published at the time. Just barely in the French press. It was only much later on that it became an almost mythical icon.”