Well, this is certainly a game-changer: Yves Saint Laurent has just announced that under the creative direction of Hedi Slimane, the fashion house will be entering a new era, complete with a new moniker.
In the next few months, the legendary French fashion house will undergo its transformation into Saint Laurent Paris, a nod to “Saint Laurent Rive Gauche,” the name YSL’s first-ever ready-to-wear collection was produced under in 1966. The rebranding will first hit sales floors as the S/S 2013 women’s collection later this year.
A YSL rep told WWD that Slimane wanted to recapture the original “impulses” that led Saint Laurent himself to make his foray into the RTW world: youth, freedom and modernity. The rebranding’s aim is to bring the house back to its “truth, purity and essence.”
Obviously, you can’t make a big change like this without eliciting some strong responses. Saint Laurent died relatively recently (in 2008), and understandably, a lot of people are still very attached to the image of the man behind the label. Taking the eponymous brand’s name in a new direction has been met with a certain degree (i.e. a lot) of outrage so far. The Twitterverse in particular was blazing with anger, with big-ticket fashion players from Mercedes-Benz Fashion Week to Independent Fashion Bloggers tweeting their distaste.
“Yves Saint Laurent is changing their name… Not gonna lie.. I’m a little upset,” MBFW tweeted.
“Why anyone would want to name change the classic Yves Saint Laurent is beyond us […],” IFB opined.
We’re a bit torn on this one: calling the “YSL” moniker iconic is almost an understatement, and anyone with the slightest inclination to fashion is probably a bit attached to the fashion house’s name and logo (which, thankfully, Slimane isn’t changing). Then again, maybe Slimane is right — maybe it is time to breathe some new life into a brand that’s long been shadowed by its founder’s legacy.
What do you think: can you get behind SLP or will you always be a YSL type?
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