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After initially avoiding the press when he started at the company, Slimane more or less stopped showing in person after the pandemic, even as other designers within the LVMH group continued to show regularly. Although he has retreated from the public eye, his fusion of Parisian haute bourgeoisie and Los Angeles rocker glamour remains a compelling vision. In December 2022, Slimane chose Los Angeles the city where he lives and works as creative director of Saint Laurent for his first live show since the pandemic, titled “Age of Indieness.” “If Slimane were to step out with an eponymous brand, this nostalgic collection would surely be its cornerstone,” wrote Vogue Business’ Christina Binkley.
At LVMH's annual earnings conference in January 2018, shortly after Slimane's appointment was announced, LVMH chairman and CEO Bernard Arnault said, "His goal is to achieve at least €2 billion to €3 billion, and maybe more, within five years." At the time, Celine's sales were approaching €1 billion. Five years later, sales are expected to reach €2.6 billion by 2023, according to HSBC, making it LVMH's third-largest fashion brand after Louis Vuitton and
Dior surpassing Fendi in revenue. Slimane oversaw the launch of Celine fragrances in 2019, and cosmetics (initially in the form of a lipstick line) are expected to launch this fall.
At Celine, he dropped the accent on the “e” in Céline and introduced a new logo before his first show. His debut collection for Spring/Summer 2019 (when he added menswear) was met with “a barrage of criticism,” wrote Robin Givhan of The Washington Post. “In one evening, he blew everything Celine had ever stood for, obliterated it. His name may not be on the label, but in every other way, the brand might as well be called Hedi Slimane,” wrote Givhan. For AW19, he turned to the look of a French bourgeois girl. This time, “it was almost unanimous,” wrote Sarah Mower of Vogue Runway.
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