Basenotes › Fragrances News › Yves Saint Laurent to become 'Saint Laurent' under Hedi Slimane

Yves Saint Laurent to become 'Saint Laurent' under Hedi Slimane

Grant
By: Grant
Posted 6/20/12 • Last updated 6/20/12 • 11 views • 31 comments
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Fashion house, Yves Saint Laurent is to change its name to Saint Laurent Paris, according to various reports, including WWD. Hedi Slimane, who was appointed fashion director of the house earlier this year, was given "total creative responsibility for the brand image and all its collections".


It is understood that the YSL logo will not disappear entirely, but further details of the re-brand, and whether they effect fragrances, have not yet been released.

Slimane previously worked for the company in the nineties. as ready-to-wear director of mens collections and artistic director. Slimane is perhaps best well known for his stint as creative director of Dior Homme from 2000 until 2007, where as well as fashion, he oversaw the launches of fragrances including Dior Homme, and the cologne trio of Eau Noire, Bois D'Argent and Cologne Blanche.

Comments (31)

surge 6/20/12 at 5:00pm
Hedi Slimane is a genius -- I really don't care about the name, YSL could use a fresh start.
Mimi Gardenia 6/20/12 at 5:00pm
That is just wrong .
I see they are taking a leaf out of Christian Dior's books by dropping the Yves as Dior did with the 'Christian' .
Mimi Gardenia 6/20/12 at 5:00pm
How many acts of affront can they make against the memory of their founder / creator ? First Opium and now his name. It makes me have even more respect for Chanel where they do not forget Gabrielle Bonheur Chanel but celebrate her instead .
Pour_Monsieur 6/20/12 at 5:00pm
An absolute disgrace
joshmpdx 6/20/12 at 5:00pm
Hedi Slimane can do whatever he wants. I'd trust him fully.
fragranceman88 6/20/12 at 5:00pm
What a pointless thing to do! They are taking away part of a major icon in fashion
ryuuoo 6/20/12 at 5:00pm
I really like Heidi Slimane and the work he has done, he is new, fresh and for sure will bring something different.
On the other hand - Yves Saint Laurent or YSL is such a respected brand name as such and changing it could affect the way people view it. Taking into account many people dont speak French and wont know that "Yves" is just the name and "Saint Laurent" the surname. And when you present the "Saint Laurent Paris"... well it just doesnt remind you of the global iconic brand that it is...

But oh well, lets see what this young talent has to offer... and if it all goes wrong... that will serve the owners good for launching such horrible YSL fragrances lately :P:P
whitechandoo 6/20/12 at 5:00pm
so all the bottles will be renamed with Saint Laurent and not YSL?
benzganesh 6/20/12 at 5:00pm
and like changing new york to york - ends up in entirely a different demographic altogether - what a mockery.
Calyx93 6/20/12 at 5:00pm
Very disappointed - but not surprising after L'Oreal butchered the entire line of fragrances. Just another swing of the axe on that once glorious tree.
rubegon 6/20/12 at 5:00pm
Quote:
Originally Posted by whitechandoo View Post

so all the bottles will be renamed with Saint Laurent and not YSL?

I suppose so. Fahrenheit bottles just say "Dior" now, but they still use the CD logo. I would guess that they will do the same - change the name but keep the logo.
L'Aventurier 6/20/12 at 5:00pm
I couldn't care less about the name change, but I think putting Slimane in charge is the best thing they could have done. He did wonders with the Dior Homme collections, ads and fragrances. Can't wait to see what materializes out of this.
Akahina 6/20/12 at 5:00pm
Stupid. Like changing "Betty Crocker" to "Crocker". Dumb move.
CUMTHRU$T0MPN! 6/21/12 at 5:00pm
Quote:
Originally Posted by Mimi Gardenia View Post

How many acts of affront can they make against the memory of their founder / creator ? First Opium and now his name. It makes me have even more respect for Chanel where they do not forget Gabrielle Bonheur Chanel but celebrate her instead .

I know right? Disrespecting The man who started it all
D.Sprad 6/21/12 at 5:00pm
"Mr. Slimane, our fashion house is struggling! What should we do?"
"Does the house have multiple words in its name?"
"Yes, it does!"
"Drop the first word, and we'll restore this company to profitability in no time!"

I personally think it's idiotic, but if it works, can't argue with results.
Pour_Monsieur 6/21/12 at 5:00pm
Hedi really isn't that much of a revolutionary , putting shoulder darts in a leather jacket that would only fit a 15 year old boy or someone with manorexia and charging 4.5 grand for it ...
Scentologist 6/21/12 at 5:00pm
The house needs to revamp a little but, I'm not fond of the name change too much even though it is progressive.
Mimi Gardenia 6/21/12 at 5:00pm
Quote:
Originally Posted by Pour_Monsieur View Post

Hedi really isn't that much of a revolutionary , putting shoulder darts in a leather jacket that would only fit a 15 year old boy or someone with manorexia and charging 4.5 grand for it ...

+1

It's the reason ,reportedly ,that Karl Lagerfeld lost weight- to fit into those skinny clothes by Slimane.
Kiliwia 6/22/12 at 5:00pm
Absolutely pointless!! There are many things they could do to reenergize Yves Saint Laurent, changing the name is not one of them.
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