Hedi Slimane Changes Yves Saint Laurent's Name to Saint Laurent Paris
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Yves Saint Laurent, or just YSL, will be no longer come fall. Of course, the label will still exist but the name in which we all know has changed. New creative director Hedi Slimane has made a major decision in changing the brand's iconic name Yves Saint Laurent to Saint Laurent Paris.
"When YSL revealed in March that Slimane would succeed Stefano Pilati at the creative helm, he was given "total creative responsibility for the brand image and all its collections." According to sources, Slimane is keen to thrust Saint Laurent into a new era, while 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."
Perhaps the "Yves" part was too difficult for the average modern consumer to pronounce or maybe Slimane wants to distance himself from the incomparable founder, which Slimane himself has expressed is hard to live up to; everyone is talking and speculating. Regardless, the name change will go into effect come fall when the spring 2013 collection hits stores. Many are questioning the future of the iconic YSL symbol. It is reported that the "Y" may soon be dropped. Will the world be left with just a "SL" or perhaps a not-so-catchy "SLP"? News on this change is still developing and specifics will become clear sooner or later.
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Jun 21, 2012 10:59 AM EDT