Iconic fashion house Yves Saint Laurent is set to undergo a change of name after fifty years under the supervision of new creative director Hedi Slimane. In future, Yves Saint Laurent will be known as Saint Laurent Paris (inspiring thoughts of a Catholic Saint??). The name change is expected to be unveiled in the coming months, for Hedi’s 2013 spring collection. The YSL logo will remain unchanged.
Slimane says he joined the YSL at the beginning of this year and assumed “total creative responsibility for the brand image and all its collections”, including store concepts.
We are keen to see what the name change will bring for this much loved brand. Generally speaking when brands change name they also change direction so we wait with bated breath to find out exactly what Saint Laurent of Paris is all about. Personally we will always love Yves Saint Laurent as it rolls of the tongue and inspires images of romance and luxury in the city of Paris.....
What do you think of the new name??
R&M @ GoS