Rather, it's the date on which YSL Creative Director Stefano Pilati plans to spread his vision to the masses via his Manifesto.
The eighth seasonal issue of the publication contains campaign shots of Arizona Muse
gallivanting through the Jardin Majorelle, and an interview between Pilati and Serpentine Gallery Co-Director Hans Ulrich Obrist.
'I wanted to create a wider influence for the message that was being sent from the catwalk, by taking imagery of a collection and giving it to people on environmentally friendly paper in the street without targeting a specific demographic,' Pilati says in the conversation.
'One of my visions for Saint Laurent is about giving back, so that even if you cant afford it, you can still pick up the essence of the message'.
Pick up the essence of the message yourself from noon on Carnaby Street, High Street Kensington, Old Bond Street or in Covent Garden. There are 2,000 copies in custom YSL Manifesto tote bags up for grabs, so set those alarms.