Yves Saint Laurent, or famously known by its initials YSL turns out to the latest victim of name change game being ushered by its new Creative Director HediSlimane.
Hedi who replaced Stefano Pilati recently has come with a rebranding scheme to change the iconic, or ingrained in our heads, YSL, which comes with an instant deluge of images of Le Smoking suit and Safari jackets, to ‘Saint Laurent Paris’, or SLP. The name will go into force by the time Hedi’s Spring Summer 2013 collection for the label will hit the stores.
However, the facebook page of the brand reads, “YSL returns to its original essence in naming its ready-to-wear line ‘Saint Laurent Paris’. This retro branding thus revives the spirit and the intentions that reigned over the creation of ‘Saint Laurent Rive Gauche’ in 1966.”
