YSL Becomes Saint Laurent Paris

06.22.2012

STYLE

“Fashions fade, style is eternal.” – Yves Saint Laurent

Yesterday, the world was made aware of one significant change in fashion.

Come fall, Yves Saint Laurent, under the creative direction of Hedi Slimane, will change the brand’s name, morphing from Yves Saint Laurent to Saint Laurent Paris – dropping the “Y” in “YSL.” It’s all part of a larger scale exercise in branding – with Mr. Slimane at the core. What this means for the French iconic fashion house is still anyone’s guess, but with 80 plus stores around the globe and a strong-as-rock recognizable logo, it surely means something.

As recognized by The Guardian, “Equally significant is that the new name represents a powerful flexing of muscle by Hedi Slimane. The initials YSL, taken from the name of founding designer Yves Saint Laurent who died in 2008, have become a part of French culture.”

The logo has come to define a certain level of Parisian recognition, but this only exemplifies that Slimane plans to take charge and run his ship his way – especially when it comes to moving the design studio from Paris, to where he currently resides – in Los Angeles. Only time will tell what becomes of Slimane’s ultimate plan, but knowing that “YSL” is now “SLP” will be reflected in his designs, products, and overall aesthetic of one of the most established and respected fashion labels in history.

What do you think will come of the renaming of YSL?

(Photo Credit: Yves Saint Laurent by Inez and Vinoodh from the story Respect The Shooter: Inez van Lamsweerde & Vinoodh Matadin. )

  • http://www.facebook.com/profile.php?id=1513260238 Kevin Christopher Prince

    This is a bad idea and I´m not sure if it will play out well! YSL didn´t change Chanel’s name when he took over, neither did Karl Lagerfeld! I find this disrespectful to YSL’s heritage!

  • http://twitter.com/JRthemonarch Mutua Jr Ndolo

    If taint broke, don’t fix it.

  • http://twitter.com/Ajay_Chieftain ⚡Ana Jessica⚡

    I HATE the name change. YSL is a huge staple in fashion. YSL is well known for it’s abbreviation among other things.

  • http://twitter.com/Datgurl520 Kym

    Not a good look, not good at all.

  • http://twitter.com/reneaburke Renea

    I agree with EVERYONE else. The name change is definitely reeking with narcissistic intent. Lol. Okay, maybe I wouldn’t go that far (even though I just did). But c’mon really? Folk just trying to get their name in the history books, which I can only live to respect. So guess all my YSL is now “Vintage”.

  • Anonymous

    i shop at old navy.

  • http://www.facebook.com/ashley.s.williams.39 Ashley Sieg Williams

    Why would someone change such an iconic name. If he doesn’t want to be under the moniker YSL, don’t take it on. But to take it over, just to erase the history, seems very self-centered and incredibly short-sighted.

  • http://twitter.com/aovss angella silye md

    Just can’t mess with an Iconic designer…BIG MISTAKE!!
    When you hear YSL you immediately know it’s from PARIS….Aesthetically it’s also beautiful to see the Y next to the S and just flows into the L. (P is not a pretty letter). How can he Design from LA, instead of PARIS, when now he placed it in the Brands name also…This is a bad sign. The entire YSL inspiration if from the Parisian ladies’ STYLE, that one just doesn’t see in Los Angeles. Los Angeles is about Fashion, Not STYLE!!
    As the master said it “Fashions fade, style is eternal.” – Yves Saint Laurent

  • http://www.facebook.com/Nyikomahange Nyiko Mahange

    Fuck no, YSL might not loose its constumer base but, no, SLP cant be better than YSL, I mean addding Paris doesn’t make it stronger any stronger than it already is, i mean when you see or hear YSL you think Paris anyway, well good luck Hedi Slimane I hope you know what you doing.

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