Hedi Slimane, Yves Saint Laurent’s new the creative director, is making some sweeping changes! His first move has been to change the name of the French fashion house from Yves Saint Laurent to Saint Laurent Paris! We are not sure how we feel about the change: is this too much too soon?
Saint Laurent CEO Paul Deneve announced the change in an internal mail to staff, saying, ‘I am very pleased to announce an exciting step in the history of our brand and our business. As part of our strategy to become one of the world’s true leaders in fashion and luxury, we are transforming the name of our brand from “Yves Saint Laurent” to “Saint Laurent Paris”. The new name of our brand has been shared with the media today. The brand identity and visual language will be introduced over the next several months and will be fully in place for the Spring/Summer 2013 collection. This change celebrates our legacy and heritage, while boldly marking our ambition for the future. It will allow us to return to the fundamentals of YSL and revive the spirit and the intentions that reigned over the creation of “Saint Laurent Rive Gauche” in 1966: principles of youth, freedom, and modernity.’
We’re relieved that, despite the name change, the famous YSL logo will not disappear. But what do you think? Is Slimane fixing something that isn’t broken, or is it out with the old and welcome to Saint Laurent Paris?