Rumors of a name change at YSL were confirmed today by WWD. Hedi Slimane, who succeeded Stefano Pilati as the Creative Director in March, plans to change the name of the fashion house from Yves Saint Laurent to Saint Laurent Paris.
Why the name change? Industry sources say the issue was brought up by Slimane in the interest of giving the brand a more fresh, modern feel as he takes on his role as Creative Director. Fashion House Reps at YSL are positioning the change as “restoring the house to its truth, purity and essence – and taking it into a new era” while “respecting the original principles and ideals.” The change was inspired by the Saint Laurent Rive Gauche collection, launched by the founder in 1966.
The name change, Saint Laurent Paris, will take place with the launch of the Spring/Summer 2013 ready-to-wear collection.
For those of you who are wondering what will come of the iconic YSL logo, appearing on many of the brands accessories and cosmetics, it will remain the same.