Hedi Slimane's Saint Laurent Rebranding Continues With YSL Website Overhaul

01 October 2012 by

Saint Laurent Hedi Slimane

Hedi Hype gathers apace

Excitement is building, the fashion world is waiting with baited breath and all eyes are on Hedi Slimane as he prepares to show his ready-to-wear collection for YSL tonight. After buyers saw skinny jeans, hot pants, animal prints and - quelle horreur! - gold lamé from the Resort collection, it's anyone's guess what the tailoring maestro will conjure up for his first full-on catwalk show as a womenswear designer.

The new creative director has already made moves towards a new chapter for the French fashion house since succeeding Stefano Pilati earlier this year - quite literally, in fact, when he moved the entire design team away from its historic address in Paris to his hometown LA. Next, he controversially changed the name of the collection and stores to Saint Laurent before unveiling a modern new logo, lensing a tougher campaign and giving us a glimpse of his accessories line on the arm of one Gwyneth Paltrow. 

Now Slimane's YSL overhaul has reached the French brand's website, which is getting a revamp too. Until the new look goes live on Tuesday, the homepage for ysl.com is filled with mysssterious animal print animations. What we do know, thanks to WWD, is the site will sell only new designs by Slimane while the imagery and layouts will also be solely by Slimane. Well, he certainly has a vision. Meanwhile, the URL will not be changed - slp.com doesn't have quite the same ring to it.

Nicole Kidman Hedi Slimane.jpg

Nicole Kidman in a Hedi Slimane design

As for this evening's Paris Fashion Week show at Grand Palais, details are very much under wraps. FROW predictions are swirling - will Hedi's fashion followers, including Nicole Kidman and Madonna, nab a VIP seat as well as face of the brand, Jessica Chastain? Last night, Lady Gaga tweeted from Amsterdam: 'I am so excited for Hedi Slimane‘s Paris show for YSL!!!!!' so perhaps she'll make a dash across Europe? Appaz his designer pals, including Azzedine Alaïa, Alber Elbaz and Riccardo Tisci, are expected to lend their support.

And - question of questions - how will the collection be received? With Raf Simons' first collection for Dior going down a storm last week, his rival has a tough act to follow. So will Hedi rock the boat even further? Not long till we find out...


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