In a most bizarre move within the always weird and mostly wonderful world of fashion, Yves Saint Laurent, the French fashion house founded in 1962, is changing its name to Saint Laurent Paris.
The newly appointed creative director of the company, Hedi Slimane, has decided that a name change is in order. According to Slimane, the name change moves the company in a direction that will “recapture the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966” and went on to name youth, freedom and modernity as the main driving forces. Slimane previously worked for YSL between 1997 and 1999.
Arguably the most well known fashion brand in history, YSL generates huge annual revenue of well over $1 billion and has been owned by the Gucci Group since 1999. Whilst it has been expressed that the YSL logo will maintain a presence within the brand, it is not known if this will be indefinite. Many people are surprised and taken aback by the move due to the fact that brand image, history and prestige are such huge influences within the fashion world.
Please let us know what you think of the decision in the comments section below!
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