YSL Brand Changes Name To “Saint Laurent Paris”
Hedi Slimane was only recently appointed as Creative Director of Yves Saint Laurent but he’s already making big changes.
Staying competitive in the high-fashion world often means taking significant risks, so Slimane has decided a name change is in order for the YSL house. It will be re-branded as “Saint Laurent Paris,” although the brand’s recognizable logo will still be used (so rest assured rappers and athletes like LeBron James; you can still rock your branded tees).
According to Women’s Wear Daily, Slimane is “recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966—among them youth, freedom and modernity.”