French fashion house Yves Saint Laurent is undergoing a name change to Saint Laurent Paris. Supposedly the idea of the label's new creative director, fashion designer Hedi Slimane, the name change is expected to take effect in Spring 2013, when his first collections are expected to debut.
Slimane’s inspiration for the house’s branding makeover reportedly comes from 1966, when the company first introduced its ready-to-wear line under the name Saint Laurent Rive Gauche. He plans to use similar fonts and wording from that time. However, the Yves, along with the iconic YSL logo, won’t disappear entirely. The full Yves Saint Laurent name will continue to be used for “institutional purposes” and the logo will remain the same.
The changes are being positioned by YSL as “restoring the house to its truth, purity and essence – and taking it into a new era” while “respecting the original principles and ideals,” according to the trade.
Add a Comment