Hedi Slimane To Rename Yves Saint Laurent? MyDaily Is Unconvinced

11/07/2013 18:49 | Updated 22 May 2015

Newly appointed Yves Saint Laurent creative director Hedi Slimane understandably wants to leave his mark on the label, but according to industry sources, this isn't a simple case of changing the look and feel of the fashion house: he wants to change its name.

hedi slimane ysl

The fashion house is reportedly mulling over the possibility of taking the "Yves" out of Yves Saint Laurent and renaming itself Saint Laurent Paris. We understand that Slimane wants to bring a new perspective to the Parisian fashion giant but we're not sure how we'll feel if the iconic YSL logo was replaced with SLP. We're also a bit confused about what's going to happen to all the iconic YSL beauty products; Saint Laurent Paris Touche Eclat and Saint Laurent Paris Opium just don't sound right. One thing is certain, anyone squirrelling away some vintage YSL (and frankly who isn't?) will surely see the value rocket.

Of course, it's not unusual for fashion houses to do away with the founding designer's first name; everyone from Chanel to Armani has name dropped, but if the rumours are true, we wonder how the fashion house's co-founder Pierre Berge would feel about it given how much of his life was dedicated to preserving the memory of its founding designer.

What do you think?


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