Newly-appointed Yves Saint Laurent creative director Hedi Slimane has decided that he will begin his legacy at the French fashion house with a name change. Yves Saint Laurent will furthermore be re-branded as “Saint Laurent Paris”, although the now iconic YSL logo will maintain a presence within the brand.
“All creations from the Couture House, starting with the Spring-Summer 2013 collections by Hedi Slimane, will carry the name Saint Laurent,” a statement released to the media said. All beauty and cosmetic products will continue to carry the Yves Saint Laurent label. The name change is a part of Slimane’s “extensive makeover” of the label which he plans to modernise with a more youthful aesthetic.