July 24, 2012

YSL Renamed Saint Laurent Paris In Rebranding Move

When Heidi Slimane, the former creative director of Dior Homme was appointed creative director for Yves Saint Laurent, he was given “total creative responsibility for the brand image and all its collections” with a focus on “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.”

Image appearing in the August issue of Vogue Paris

Besides working on a new store concept for the brand, Slimane has decided to rebrand the luxury French fashion house by dropping the founder’s first name from the name of its prêt-à-porter line. Although the YSL logo, designed by Cassandre in 1963, will remain the same, the official name for ready-to-wear will be Saint Laurent Paris.

The new logo, as seen on construction boards surrounding the brand’s soon-to-open Mercer Street, New York store, courtesy of LOVE editor Katie Grand.

The new branding is set to be unveiled shortly before Slimane’s debut womenswear collection which will be unveiled during Paris Fashion Week come September.

Photos courtesy of: fashion.telegraph.co.uk, fashion1707.blogspot.com