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YSL Brand Changes Name To “Saint Laurent Paris”

Submitted by on June 22, 2012 – 4:42 pmOne Comment
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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.”

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