• 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.


    Comments 31 Comments
    1. jacona's Avatar
      jacona -
      Yves Saint Laurent is iconic, the change seems so pointless.
    1. Tonyprince's Avatar
      Tonyprince -
      Changing the name from "Christian Dior" to "Dior" was a good idea, but people were already using just the word "Dior" before they officially changed the name. That's not the case with Yves Saint Laurent. People always say the whole name, probably because it sounds classy and rolls off the tongue nicely. "Saint Laurent" by itself just doesn't do it. Big mistake.
    1. M.T.'s Avatar
      M.T. -
      As previously reported, the Yves Saint Laurent name will continue to be used for "institutional" purposes, while the iconic YSL logo will remain in its original form.

      Going back to it's roots...
      Attachment 14231
    1. kalli's Avatar
      kalli -
      MMmm, maybe cause people are lazy these days and don't want to say more than a couple syllables and they are just adjusting to the times? Lol.
    1. spcmiller's Avatar
      spcmiller -
      Difficult to continue the designer's legacy when his first name is no longer suitable for marketing purposes. Like no one could see this was going to happen after L'Oreal bought them.
    1. timaru's Avatar
      timaru -
      Must be a good idea, since the acronym SL is free in the upper class fragrance market...
    1. sin_is_in's Avatar
      sin_is_in -
      I guess the perfumes and accessory lines etc. will not be affected by this, the logo is cult and will probably be used anyways. However, the fashion lines haven't sold well lately which imo had nothing to do with the quality of the design, they were just not really meeting the "zeitgeist" and chanel and dior etc. are of course huge competitors. YSL didn't manage to get enough attention. So, for the fashion line it makes sense to take "Yves" out of the name in order to detach the sort of retro personal identity from the brand some more and of course just Slimane himself will attract many younger costumers. My problem is that I just didn't really like what he did with Dior in the first place and don't think he is the design god everyone writes him up to be. But of course being a good designer also means being commercially successful and he certainly knows how to please the masses. I am far more interested in Raf Simons for Dior!
    1. travisballeza's Avatar
      travisballeza -
      Horrible! Poor Yves! He's probably crying from his grave!
    1. Marathon Alchemist's Avatar
      Marathon Alchemist -
      Thats not nearly as bad as his "California Song" exhibit. What a fuckup.
    1. AnthonyDG's Avatar
      AnthonyDG -
      I'm not a fan of this change... though when Donatella Versace dropped "Gianni" from all Gianni Versace labels, I felt it was very appropriate seeing how Donatella pretty much took a vibrant, amazing label and turned it into straight-up trash.

      Many times people abbreviate labels, like Dior or whatnot, but YSL? It just seems strange YSL products will now be "St. Laurent"... from YSL to SL... odd, to me, but Slimane will likely revitalize the image of this struggling house.
    1. noirdrakkar's Avatar
      noirdrakkar -
      okay, i'm the only one who supports this change, but i think the less syllables, the better.

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