What's In a Name? Hedi Slimane Takes Charge at Yves Saint Laurent and Moves to Change the Brand's Identity

What's In a Name? Hedi Slimane Takes Charge at Yves Saint Laurent and Moves to Change the Brand's Identity
Hedi Slimane
(© 2012 Patrick McMullan Company, Inc.)

Yves Saint Laurent creative director Hedi Slimane is instilling some changes at the 50-year-old luxury label — even going so far as to alter the brand’s name.

The designer, who was appointed to the position in March, has imposed plans to change Yves Saint Laurent to Saint Laurent Paris in an effort to push the fashion house into a new era, reports WWD.

 

But “Yves” won’t be dropped entirely — the Y in the fashion house’s iconic YSL logo will still remain.

Sources told WWD that the designer wants to bring new life to the brand while keeping intact the same values that Saint Laurent had when he launched his Rive Gauche label in 1966, “among them youth, freedom, and modernity.”

The rebranding efforts are expected to take place as the spring 2013 collection appears in stores.

Slimane first worked for iconic French house in the late-’90s as the designer for YSL Rive Gauche Homme before moving on to Dior Homme for seven years, where he made a name for himself through his penchant for slim-fitting suits and skinny ties. After Slimane left Dior Homme in 2007, he moved to Los Angeles to pursue a career as an artist and photographer.

The proposed move makes us wonder — would the fashion house’s late namesake approve? 

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