Hedi Slimane Taking the Y Out of YSL
Hedi Slimane was given “total responsibility” when he took over Yves Saint Laurent earlier this year from Stefano Pilati and he’s exercising that power with a name change for the historic house.
Yves Saint Laurent will be known as Saint Laurent Paris by the time Slimane’s spring 2013 collection is ready to hang on sales racks the world over. The iconic YSL logo, however, will remain in tact.
Though this isn’t the first time a brand’s name and image have undergone a makeover — after all Dior is rarely “Christian” anymore and Chanel burned down the “House of” ages ago — but the old guard that was so heady for Slimane might still clutch their figurative pearls at the sudden change.
But after all, isn’t this what fashion needs — a jolt of energy, something new, something daring even? I personally don’t care for it, but what about you, dear reader? Will Saint Laurent Paris ever replace Yves Saint Laurent — in stores, yes, but what about in your hearts and minds? [WWD, sub req'd]