Is Hedi Slimane Changing Yves Saint Laurent's Name? And To What?

21 June 2012 by

What Is Hedi Slimane Changing Yves Saint Laurent's Name To?

Carla Bruni Sarkozy on the YSL catwalk in 2002

Anticipation is growing for one of the most hyped new appointments in fash land: Hedi Slimane’s upcoming reign at Yves Saint Laurent. Having already headed YSL’s menswear division as well as designing for Dior Homme – during which his immaculately tailored, slim fit clothes proved as much of a hit with fashion savvy women as Dior’s male clientele – fashion insiders are waiting for news of Slimane’s progress with bated breath. And today, we hear the latest rumour: the designer may be planning to give the French fashion house a major makeover, beginning with its name. Yep, according to reports, Yves Saint Laurent is set to become *drum roll please* Saint Laurent Paris.

What Is Hedi Slimane Changing Yves Saint Laurent's Name To?

Yves Saint Laurent on the catwalk in 2001

It's understandable that Slimane wants to make the label his own and the likes of Chanel, Armani and Dior have proved that streamlining the name of a fashion house can be done, although 'SLP' doesn't have quite the same glam ring to it as 'YSL'. And, as WWD notes, many people have strong attachments to the inimitable founder who died in 2008 at the age of 71. Could this transition cause a kerfuffle in fash land, we wonder?

Either way, WWD reports that the ditching of 'Yves' is to be introduced in the next few months so we better get used to it. The new name will be in place by the time Slimane’s first collection, for Spring Summer 2013, arrives in store. And what will the re-branding mean for that iconic YSL logo? According to WWD, it will still appear on the brand's array of products from shoes and bags to lipsticks and, of course, that beloved concealer. Well, phewf for that.

After succeeding Stefano Pilati at the helm of the brand in March, Slimane was given 'total creative responsibility for the brand image and all its collections' and he plans to take Yves Saint Laurent into a new era with a more youthful and modern aesthetic. We'll find out exactly what the means when the designer presents his Spring Summer 2013 collection during Paris Fashion Week in September - expect minimalist, masculine tailoring and a new twist on the tuxedo.

So what do you make of the new name news? Discuss below...


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