Hedi Slimane to change the Yves Saint Laurent name
There is plenty of chatter on social media today about the news that Hedi Slimane is planning to change the name of Yves Saint Laurent. Since taking over the reins at the fashion house in March, the designer has been busy making over the label which will now include changing its name.
WWD reports that Slimane intends to change the name from Yves Saint Laurent to simply Saint Laurent Paris. The changeover is expected to take place over the next couple of months in time for Slimane to present the first designs for Saint Laurent for spring 2013. Despite the name change it is believed that the iconic YSL logo will not change.
At the time that Slimane was appointed creative director at YSL, following on from Stefano Pilati, he was given "total creative responsibility for the brand image and all its collections." Sources say that he is determined to take Saint Laurent into a new era while "recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966." These include youth, freedom and modernity.
It is a bold move for the new creative director, but is it the right one? This is the question that many fashion editors and bloggers are asking today. What do you think of Slimane's decision to change the name of Yves Saint Laurent? We'd really love to hear what you think!