Yves Saint Laurent changing their name?
By: Farrah Estrella
Hedi Slimane the new creative director for Yves Saint Laurent is already making big changes at YSL and he’s not even shown a collection yet. The first change is that the brand’s new creative director has been designing in Los Angeles rather than at YSL’s Paris headquarters, and now WWD confirms that he plans to change the fashion house’s name.
Slimane is changing the iconic Yves Saint Laurent name to Saint Laurent Paris, with the new branding introduced in coming months. The iconic YSL logo, however, will not disappear.
Slimane was given “total creative responsibility for the brand image and all its collections,” WWD reports, and he is looking to recapture the impulses that inspired the house’s founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966—among them youth, freedom and modernity.
A spokesperson for YSL confirmed that he plans to use the same fonts and a similar name to that era.
What do you guys think, can a name change help or hurt an iconic and well established brand?
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