A new era for YSL.
Is the fashion community ready for a new-age Yves Saint Laurent label to emerge? That’s the million-dollar question.
Hedi Slimane, the fashion house’s newly appointed creative director, is driving the change. The Los Angeles based designer, who joined the iconic French fashion house in March this year, sees the re-branding opportunity as a must.
What’s the change, you wonder? The elimination of the founding designer’s first name will result in the house’s new name: Saint Laurent Paris. But fear not, the coveted YSL logo remains unchanged.
With the re-branding of one of France’s most loved and respected fashion houses, Slimane is hoping to revive the brand, give it a youthful appeal and make it coveted and contemporary.
With a new store concept lined-up, and a debut womenswear collection for Paris Fashion Week, all eyes are on Slimane and his new-look Saint Laurent label.