The rebranding of Yves Saint Laurent (YSL)
Say goodbye to “Yves Saint Laurent” – YSL is soon to be Saint Laurent Paris.
Perhaps Yves Saint Laurent (YSL) is mostly known for their prestigious ”YSL” logo (see below), but this legendary french label is taking a new route with its major rebranding and name.
After the firing of Stephano Pilati , Hedi Slimane took over the position as creative director for this french fashion house. With his newly appointed position, Slimane takes on full responsibility for the brand’s image and its collection.
The question remains – why? After endless nights of attempting to re-create YSL’s luxurious image and fashionable influence, CEO Pierre Berge and Slimane, finally decided to change the name of the label to match the principles that the 1966 “Rive Gauche” RTW collection brought to the brand. Aiming for a more youthful, sophisticated and luxurious feel, the YSL team believes this is the best way to save their historical fashion influence while adjusting to the new turn of fashion in the modern era.
But don’t freak out yet! The prestigious YSL logo will remain the same and the name change only applies to the new RTW collections. All changes will be enforced by YSL’s S/S 2013 collection. Phew!
What are your thoughts on this major change? Will the name change help re-create YSL’s historical luxurious reputation? Leave your thoughts below!