Yves Saint Laurent’s newly-appointed creative director, Hedi Slimane, just announced that he is changing the company’s name to "Saint Laurent Paris." Details are still hazy at this point, but WWD reports that the re-branding will begin very soon. This, however, will most likely be reflected in ad campaigns and not on products themselves—as of right now, the company plans to keep its iconic "YSL" logo.
The fashion community has mixed feelings about this shocking news, mainly because the label’s eponymous designer died just four years ago. As the man responsible for trailblazing clothes still referenced and recreated today (the le smoking jacket, the Mondrian dress…sound familiar?), many feel his legacy should remain intact. But, it’s also understandable that Hedi wants to make his own mark on the French fashion house. Already well known for his work at Dior Homme, he is very talented in his own right and could do great things for Yves—er—"Saint Laurent Paris."
What do you think about his bold decision? Too much, too soon? Or if his work is good, does it really matter?
Photo: The label’s founder in 1972, via WWD
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