Hedi Slimane Renames Yves Saint Laurent to Saint Laurent Paris
In a bit of a shocking move, Hedi Slimane has decided to rename the French luxury brand from its original name of “Yves Saint Laurent” to “Saint Laurent Paris”. Although many anticipated that Slimane would shake things up, this change is one that seems unexpected. I must say that I do like the idea. Although the YSL emblem is iconic, it hasn’t been updated since the 60s. As well, it is yet unknown whether Slimane will opt to completely remove it from all product lines. Only time will tell. Hopefully the change will not be too dramatic, although the intention was to symbolize the regime change. I’m interested to see where things go from here, as far as the branding is concerned. I am especially interested to see the new collections when they are released.
Read the source article at The Guardian