Is Yves Saint Laurent changing its name and returning it to its origins or is there a complete change of style? Many people are still asking themselves this since last season, when the words “Saint Laurent Paris” appeared on the labels. The Christian name has gone and the wording “’Rive Gauche’ has been replaced with simply “Paris”, which is what sparked off the debate.
The acronym YSL will remain intact: on the eve of its fiftieth birthday, we did not expect such radical changes. The decision to change could be traced back to the moment in 1966, when the brand name for the ready-to-wear range was first created as “Saint Laurent Rive Gauche”.
This would make one think that Slimane wants to keep anchored to the brand’s origins, with particular attention to tradition, but reaching out into the future and innovation: Saint Laurent Paris.
The change of name, like any rebrand, should be only one of the elements in a re-launch of the house into a new era. Among the other changes, there has not been any press conference to present the new collection, Resort 2013, to create a surprise effect on the occasion of Paris Fashion Week, with the presentation of the women’s Spring/Summer 2013 collection.
It will undoubtedly be a grand debut for Hedi Slimane and we wish him luck; to be able to come back and see grand, glamorous creations that the house of Saint Laurent, but above all the people behind it, were capable of offering their clients and admirers.