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| 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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