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Fashion August, 6 2012

Hedi Slimane on the Backlash Against YSL Re-Branding Into ‘Saint Laurent Paris’

The change of the YSL name and logo for the upcoming Hedi Slimane designed ready-to-wear collection came with a big surprise to most and got a lot of praise, but probably even more criticism. Now the designer answers to those reactions:

“It is interesting to see how much reaction this retro branding has created … Clearly, this period of the history of the house was not well-known, which I trust was a surprise for Pierre Bergé [Saint Laurent’s long-term partner]. I went back to 1966 — just before the events of 1968 [when 11 million workers revolted against the conservative politics of then-President Charles de Gaulle — the biggest general strike in history], but the awakening of youth was in the air, and Yves Saint Laurent wanted to dissociate himself from the clientele of haute couture and embrace this new generation.”

One can see that the decision of the name change was well researched and that might actually change many opinions in the short term. Do you like ‘Saint Laurent Paris‘ better now, or does it still bother you?

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