THE FASHION POST previously suggested that the Yves Saint Laurent name would change to Saint Laurent Paris. However, it now transpires that its name and logo will continue to be used. Only its ready-to-wear line will be rebranded as Saint Laurent Paris.
A YSL spokeswoman said that Hedi Slimane would return the house to its “original branding” and thereby “restoring the house to its truth, purity and essence – and taking it into a new era” while “respecting the original principles and ideals.”
YSL’s first store, which opened at 21 Rue de Tournon in 1966, is called Yves Saint Laurent rive gauche, but it will be renamed Saint Laurent Paris.
The ready-to-wear line, originally named Saint Laurent Rive Gauche when the first boutique opened at 21 Rue de Tournon in 1966, will now be called Saint Laurent Paris. The details of the rebranding will be officially announced in the coming months. This new action should be in place by the time Slimane’s first designs for the French label’s spring / summer 2013 collection hit stores.
Yves Saint Laurent