Friday, June 22, 2012

Yves Saint Laurent to be Rebranded



Yves Saint Laurent has confirmed they will drop the 'Yves' from their name   The fashion house will be rebranded Saint Laurent Paris, though the iconic YSL logo will still be the same. This shift is not completely new, majority of luxury fashion houses go by a singular surname - Versace, Gucci, Chanel, Prada and many
Hedi Slimane for Saint Laurent Paris
Yves Saint Laurent has confirmed they will drop the 'Yves' from their name

The fashion house will be rebranded Saint Laurent Paris, though the iconic YSL logo will still be the same. This shift is not completely new, majority of luxury fashion houses go by a singular surname - Versace, Gucci, Chanel, Prada and many more.

Newly-appointed creative director Hedi Slimane is eager to "thrust Saint Laurent into a new era modern", and feels taking out the founder of the brand's first name from the famous moniker is the way forward.

Slimane, when he was appointed - the former creative director of Dior Homme - was given "total creative responsibility for the brand image and all its collections" and is said to be "recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966 - among them youth, freedom and modernity."

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