It’s an iconic logo. It’s a name that’s been around for more than half a century. It’s known the world over and it’s going to be changed to Saint Laurent Paris.
Under the creative leadership of Hedi Slimane, there are going to be some major changes. Hedi Slimane replaced Stefano Pilati as the new creative director of YSL
in March and since then has been working hard to revamp its image. The original founder of the house, Yves Saint Laurent, passed away in 2008 and Slimane has some very big shoes to fill.
It is rumored the original name will be carried on all beauty products, cosmetic products and accessories but the Yves Saint Laurent ready-to-wear collection will be re-branded to Saint Laurent Paris (SLP). There is another rumour that the “Yves” will be dropped from Saint Laurent making it just SL. Yet another rumour is that the label’s design studio will be moved from Paris to Los Angeles. Slimane says that the inspiration for the house brand’s makeover comes from 1966 when the company introduced its ready-to-wear line under the name of Saint Laurent Rive Gauche. Yves Saint Laurent says the changes are necessary to, “restore the house to its truth, purity and essence - and to take it into a new era “while” respecting the original principles and ideals.” The name change is also part of Slimane’s move to upgrade the iconic label and to give it a younger and more modern outlook.
This is a bold move on Slimane’s part. Could this have anything to do with his name SLimane? Something to think about it, isn’t it?
The new branding is expected to be introduced in Slimane’s spring 2013 collections.
T. J. Mueller