News have surfaced today that Hedi Slimane will be changing the name for his collection from Yves Saint Laurent to Saint Laurent, the original name of the ready to wear collection by the late French fashion designer from 1966.
The new branding is expected to be introduced in the coming months and should be in place by the time Slimane’s first designs for Saint Laurent, for the spring 2013 season, hit the sales floor.
It is understood the YSL logo — a French cultural icon and a feature on an array of products, from shoes to lipsticks — will not disappear. Additional details about the re-branding could not be learned at press time.
When YSL revealed in March that Slimane would succeed Stefano Pilati at the creative helm, he was given “total creative responsibility for the brand image and all its collections.”
According to sources, Slimane is keen to thrust Saint Laurent into a new era, while 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.
This fall Slimane will show his first collection since rejoining the fashion house. We cannot wait to see what that will look like!