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

    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.

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    Comments 31 Comments
    1. Pour_Monsieur's Avatar
      Pour_Monsieur -
      An absolute disgrace
    1. L'Aventurier's Avatar
      L'Aventurier -
      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.
    1. fragranceman88's Avatar
      fragranceman88 -
      What a pointless thing to do! They are taking away part of a major icon in fashion
    1. Mimi Gardenia's Avatar
      Mimi Gardenia -
      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' .
    1. Calyx93's Avatar
      Calyx93 -
      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.
    1. Mimi Gardenia's Avatar
      Mimi Gardenia -
      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 .
    1. surge's Avatar
      surge -
      Hedi Slimane is a genius -- I really don't care about the name, YSL could use a fresh start.
    1. Akahina's Avatar
      Akahina -
      Stupid. Like changing "Betty Crocker" to "Crocker". Dumb move.
    1. benzganesh's Avatar
      benzganesh -
      and like changing new york to york - ends up in entirely a different demographic altogether - what a mockery.
    1. whitechandoo's Avatar
      whitechandoo -
      so all the bottles will be renamed with Saint Laurent and not YSL?
    1. ryuuoo's Avatar
      ryuuoo -
      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
    1. rubegon's Avatar
      rubegon -
      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.
    1. joshmpdx's Avatar
      joshmpdx -
      Hedi Slimane can do whatever he wants. I'd trust him fully.
    1. CUMTHRU$T0MPN!'s Avatar
      CUMTHRU$T0MPN! -
      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
    1. Scentologist's Avatar
      Scentologist -
      The house needs to revamp a little but, I'm not fond of the name change too much even though it is progressive.
    1. Pour_Monsieur's Avatar
      Pour_Monsieur -
      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. Mondamin's Avatar
      Mondamin -
      Stupid!!!
    1. Mimi Gardenia's Avatar
      Mimi Gardenia -
      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.
    1. D.Sprad's Avatar
      D.Sprad -
      "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.
    1. Kiliwia's Avatar
      Kiliwia -
      Absolutely pointless!! There are many things they could do to reenergize Yves Saint Laurent, changing the name is not one of them.