Yves Saint Laurent’s new creative director Hedi Slimane will rebrand the iconic fashion house as ‘Saint Laurent Paris’.
Yes, it has been confirmed Yves Saint Laurent will drop the ‘Yves’ from their name.
Newly-appointed creative director Hedi Slimane is keen to “thrust Saint Laurent into a new era modern” and thinks removing the founder of the brand’s first name from the famous moniker is the way forward. Despite the name change the iconic YSL logo will remain the same.
When appointed creative director, Slimane was given “total creative responsibility for the brand image and all its collections” and is said to be focusing on “recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966 among them youth, freedom and modernity.”
Slimane, who is also working on a new store concept for the brand, will show his debut womenswear collection during Paris Fashion Week this September.
We don’t think the name change will do much in the way of helping the brand to ‘move forward’ but we are excited to see the influence former creative director of Dior Homme, Slimane, will have on the successful brand.