What's in a name? We're about to find out. Chez Yves Saint Laurent confirmed to WWD this morning that new creative director Hedi Slimane is overhauling the house's iconic brand moniker. The new name? Saint Laurent Paris. The re-branding will roll out in the next couple months, but will not completely eliminate the famous YSL logo devotees have come to cherish, devised in 1961. A particular point in YSL's history is lending itself to the tweaks—1966, to be exact, when the brand's first boutique opened on Paris' Rue de Tournon. The label's original branding from that year are inspiring Slimane's edits to the YSL name and look.
Slimane is currently headquartered in Los Angeles where he is readying women's Resort and men's Spring collections to reportedly show to buyers at the Grand Palais between June 28 and July 4. However, his major debut at the French luxury house will be unveiled with his Spring 2013 collection during Paris Fashion Week between September 25 and October 3.
via style.com
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