The much-anticipated release of the newly re-branded Saint Laurent Paris logo was debuted on Facebook today and has immediately sparked controversy with hundreds of fans posting their distress at the changes. As Hedi Slimane heads the new chapter of the French luxury giant’s history, there is concern amongst the brand's stalwart fans that the legacy of the late, great Laurent is being needlessly obscured. The clean black and white font of the new logo has a modern, simple feel but is far removed from the swirly, classically feminine 'Cassandre' logo the brand has become synonymous with. Of course we have already been told that the new Saint Laurent Paris label will only apply to Slimane's ready-to-wear collection, with the brand's beauty line continuing to use the iconic YSL monniker and logo, but the change is definitely symbolic of the designer's drive to re-establish the brand in his own image.
The new logo and Saint Laurent packaging was unveiled on the brand's facebook page today - reactions have been mixed with some fans criticising the simplicity of the low-key look.
Of course all of the worries and criticisms could completely evaporate come October when Slimane will debut his S/S 2013 collection - his show at Paris Fashion Week is sure to be the hottest ticket in town. However, what is clear is that the new logo has been designed to make a statement: Rather than cherry picking styles from Yves Saint Laureant's fabled archives, Hedi's clean slate is a message that he will be taking the brand in a sleek, modern direction which will not rely overtly on YSL's heriatge or the past. So what do you think - is the new logo a brazen statement of originality or sacrilege against one of fashion's all-time gods? Answers on the back of a postcard.