YSL Name Change!

Hedi Slimane YSL

In March 2012, Hedi Slimane replaced head designer Stefano Pilati of Yves Saint Laurent. As of June 21st, Slimane has made the decision to take the Y out of YSL. The new name of the brand will be Saint Laurent Paris. Former CEO, Pierre Bergé, is happy with this decision saying, “I’m very happy. Anything that makes the house more Saint Laurent is welcome.”

The Logo of the iconic French luxury brand will remain the same. This change is being made to keep up with top houses that go by a singular surnames such as Chanel, Dior, Prada and Versace. Bergé has always been critical of every decision made within the house of Yves Saint Laurent. However, Slimane’s has won over Bergé, and he agrees with plans to restore the RTW label launched in 1966.

This will create a new era to the original branding of Yves Saint Laurent. Along with the name change, the location will change as well. Originally the design location was in Paris. With Slimane as head designer, the new location will be in his home city of Los Angeles.

Hedi Slimane’s first collection will be released in spring 2013. His collection will showcase both men’s and women’s resort wear. Buyers will be introduced to the collection from June 28th to July 4th at the Grand Palais in Paris. A runway show is also in the making for fall. During this time, in September, Slimane will make his first international press statement at Paris Fashion Week.

What do you think about the name change with the Yves missing from Saint Laurent? Will the brand name still have its luxury feel? Or is this just a way for Slimane to get attention to the brand with him being the new creative director?

About MarissaL

I'm Marissa. I'm a graduate from The Art Institute of Colorado with a bachelor's in fashion design. I started my career with FCF during my externship course at AIC, I have continued to stay with the company after graduation. What I love about FCF is how we get to attend event and cover local fashion shows. The team of FCF has grown tremendously and we have a great mentor to help us along the way. I'm very excited because we are currently planning our own fashion show/event!!! Currently I'm writing celebrity articles, covering the newest news and gossip in Hollywood. I would love to hear reviews and comments on the articles I write. Fashion is not just what you wear, but it is within your lifestyle. There is more to fashion than what name you have on. Fashion is in the air we breath and the images we see. If there is anything you would like to hear more about, let me know. Thank you for visiting my profile on First Class Fashionista!!!