"Yves Saint Laurent" or "Saint Laurent Paris"? Hedi Slimane era at YSL!

Source: ysl.com

On the June 21, WWD reported that, Hedi Slimane , announced as the new Creative Director of Yves Saint Laurent in March this year succeeding Stefano Pilati, is going to change the house’s name by dropping the “Yves” and adding “Paris”, while the iconic YSL logo will remain the same. The new name, which is intended to symbolise the "new era" of the fashion house according to the statement of the spokesman, expected to be introduced in the coming months and the new branding is likely to be at the market with Slimane’s debut collection at the Paris Fashion Week that will be held in the September.

Hedi Slimane
Source: Grazia UK Photo Courtesy Grazia UK 

Hedi Slimane is a well-known designer with his successes and the skinny silhouette he introduces with his men’s collections designed for Yves Saint Laurent and Christian Dior respectively, while he was the director of the men’s lines. The skinny silhouette was so successful that not only made Karl Lagerfeld to lose too much weight to be able to wear Slimane’s designs but also created an elegant Parisian Men image that suits with the renowned, always chic Parisienne image.  

Source: Esprit de France

On the other hand, Yves Saint Laurent was a legendary designer who introduced the tuxedo suit for women, Le Smoking, in 1966. Beyond the fashion house, Yves Saint Laurent was a distinguished personality that is shown as one of the most influential designers of all times and this powerful name itself can be regarded as one of the secrets of the house’s success.

Iconin YSL Le Smoking
Photo Courtesy Helmut Newton

With his innovations and collections that can be accepted as “new era”, Yves Saint Laurent inspired too many people and his influential character and eminent personality deserve a great respect.

Although the name change shouldn’t be considered as disregard, it is arguable that the very talented Hedi Slimane don’t need such a change to start a new era, as it is expected that his collections will be remarkable like his previous notably influential works.

Yves Saint Laurent in front of the first Saint Laurent Rive Gauche Boutique 
Photo Courtesy Gamma-Keystone 

Fortunately, it is reported that Hedi Slimane is taking this name change action to return the house to it's "original branding" and the same font and similar nomenclature with the era of 1966, when Yves Saint Laurent launched his first ready-to-wear collection under the name "Saint Laurent Rive Gauche", will be used to take the house to a new era.  It is also reported that the Yves Saint Laurent's partner Pierre Bergé also praises this change as it is expected to take the house to a new era while it is well-bound to its roots.