They said/We said: More on yesterday’s Saint Laurent name change, including surprising approval from Pierre Bergé
Though yesterday’s news about Yves Saint Laurent’s name change was met with a torrent of outrage, one person is actually happy with the new direction of the legendary fashion house. Pierre Bergé, the late designer’s long-term business and life partner, is giving his blessing to newly appointed creative director Hedi Slimane’s brand revamp.
Bergé told WWD that Slimane called him several weeks before the announcement yesterday to give him a heads up about the name change from “Yves Saint Laurent” to “Saint Laurent Paris” (though to much of the fashion world’s relief, the YSL logo will remain the same).
“I’m very happy. Anything that makes the house more Saint Laurent is welcome,” he said. “I am happy that Stefano Pilati is gone, just as I was happy when Tom Ford left.”
As we reported yesterday, Slimane’s decision to change the name of the fashion house was an effort to recapture the original spirit of Saint Laurent’s first foray into ready-to-wear in 1966.
Bergé is even standing behind Slimane’s decision to move the quintessentially French line’s creative studio from Paris to Los Angeles, another move that has had some fashion folk foaming at the mouth.
“The creative studio is in a designer’s head, it resides within the person,” said Bergé. “Hedi lives in Los Angeles. He should be left to do fashion in a city he likes.”
While we had mixed feelings about Slimane’s decision to change YSL’s trademark moniker, a stamp of approval from someone who knew Saint Laurent better than anyone should count for something. Who knows—maybe this heralds a new era for the brand and will bring back some of the excitement of ’60s Saint Laurent.
The Fashion Informer: “Pierre Bergé said 2 b happy with @YSL name change, but he’s always happy during honeymoon then turns abusive spouse later (Tom, Stefano).” [Twitter]
Kiki Georgiou, contributing fashion editor, Glamour: “This YSL/SLP uproar makes me want to sit at Cafe Flore with Catherine Deneuve, Pierre Berge and a cafe creme and have a good ol’ gossfest.” [Twitter]
Randi Bergman, online editor: “In a way I understand where Bergé’s coming from. Under Pilati, the house became more about Tribute heels than about communicating Yves’ truly incomparable legacy as a designer, so it’s natural that he’d want to return to that. What it will do for the company’s bottom line though, I’m not sure.”
Join the discussion
Neither the author nor FASHION Magazine necessarily agrees with the comments posted here. Editors will not correct spelling or grammar. FASHION Magazine reserves the right to edit or delete comments entirely.
Brand New on Fashion
- Kate Middleton (and royal baby bump) shine in yellow Emilia Wickstead at the Queen’s garden party
- What to wear to a wedding: 5 street style-inspired outfits and tips for every summer occasion
- J.Crew Vancouver: Go inside the Pacific Centre’s new women’s-only location
- Jessica Chastain vs. Milla Jovovich: Who wore it best on the Cleopatra red carpet at Cannes?
- Joe Fresh Fall 2013 look book: 38 items that are just as stylish as they are covetable