High-end French fashion house Yves Saint Laurent is set to make a name change, dropping the “Yves” from their name to rebrand themselves as “Saint Laurent Paris.”
According to UK’s The Telegraph, newly-appointed creative director Hedi Slimane has decided a name change is needed to revive themselves in the always-competitive high-fashion landscape.
Slimane wants to “thrust Saint Laurent into a new era modern”, reports WWD, and thinks removing the founder of its first name from the famous moniker is the way forward. The brand follows in the footsteps of other major fashion houses — such as Versace, Gucci, Chanel and Prada — in going by a singular surname.
Despite the change, Saint Laurent’s iconic YSL will remain.
WWD says the creative head is “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.”
When appointed, Slimane was given “total creative responsibility for the brand image and all its collections” … and he got right to work.
The Telegraph reports that Slimane is also working on a new store concept for the brand. YSL’s new branding is set to be unveled shortly before Paris Fashion Week this September.
YSL has yet to release an official statement about the business move.