Hedi Slimane Decided to Change the YSL Name

Yes, you read that headline correctly. One of the most iconic fashion brands in the world is facing a major change.
In one of probably the biggest mistakes (and possible future regrettable instances) to ever come from taking over an iconic fashion house, Hedi Slimane will be changing the name from Yves Saint Laurent to Saint Laurent Paris. According to WWD, this move will take some time but everything is already underway. The new branding is expected to be introduced in the coming months and should be in place by the time Slimane’s first designs for Saint Laurent, for the spring 2013 season, hit the sales floor.
When YSL revealed in March that Slimane would succeed Stefano Pilati at the creative helm, he was given “total creative responsibility for the brand image and all its collections.” It seems as if the original YSL signature logo will stay the same but just changing the name. Slimane has declined all interview requests since arriving at the job.
Okay… so I understand that when a designer takes on such a huge responsibility, they must make it known that they’re up for the challenge. And by doing so, they might need to leave their ever-lasting mark. But you don’t just go around taking an iconic historic name that everyone knows and changing it to what you see fit! Sarah Burton didn’t walk into Alexander McQueen and start making changes like this! Raf Simons didn’t walk into Dior and demand that “Couture” be added to packaging. It’s a balls-y move which I don’t think will turn out well at all. Everyone will still  call the brand Yves Saint Laurent.
Because you know, we all refer to the “Sears Tower” as “Willis Tower”…. (sorry, Chicago reference).
– Taneisha Jordan
Source & Photo: WWD

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