Hedi Slimane, who recently took over from Stefano Pilati as Yves Saint Laurent’s creative director, has decided to change the brands name to Saint Laurent Paris as part of his makeover.
The new name is expected to be introduced in the coming months and should be implemented by the time Slimane’s debut SS13 collection is available from stores. As well as the name change, the brand is set to undergo a contemporary revamp which will capture the main components that inspired founder Saint Laurent Rive Gauche’s ready-to-wear line in 1994 - youth, freedom and modernity.
The new name will be in the same font and nomenclature the founder first used for his ready-to-wear line in 1966. According to a spokesperson for the label, the original branding will restore “the house to its truth, purity and essence - and taking it into a new era”, while “respecting the original principles and ideals.” The brand’s logo will also remain the same.