In fashion, whenever a new creative director steps in, changes are implemented as much as they are expected. However, the name of the company typically stays the same.
On Wednesday, Yves Saint Laurent confirmed to WWD that new creative director Hedi Slimane intends to change the name of the French fashion house to Saint Laurent Paris.
"All creations from the Couture House, starting with the Spring-Summer 2013 collections by Hedi Slimane, will carry the name Saint Laurent," the house said in a statement released to the media. This means that the Yves or the Y in the YSL logo and Yves Saint Laurent name will be removed, ushering in a new era of re-branding intended to revamp the ailing fashion house. However, beauty and cosmetic products, as well as shoes, handbags and all accessories will still bear the YSL moniker.
Slimane, who succeeded Stefano Pilati as creative director in March, shocked the fashion community earlier this spring when he announced that he would only preview his first YSL collection with buyers. The selected group will see Slimane's Saint Laurent Paris spring menswear and women's cruise line between June 28 through July 4 at the Grand Palais in Paris. Slimane intends to show his first spring/summer 2013 womenswear collection in September during Paris Fashion Week.
After the death of Yves Saint Laurent in 2008, co-founder of the brand and former partner Pierre Bergé established a foundation to commemorate the late designer. We wonder what he thinks of the name change?
What are your thoughts: Good move or bad move, Yves Saint Laurent?