Latest Fashion. Get a Daily Dose of Style Right in your inbox. Customize Select the topics that interest you:. Beauty Tips. Street Style. Celebrity Style. Book Swipe Shop. My Account Welcome Name. Manage Account. Log Out. To help keep your account secure, please log-in again. You are no longer onsite at your organization. Created by the graphic designer Cassandre to launch the fashion house in , it has become as recognisable as Chanel's interlocked Cs or Louis Vuitton's LV. The decision to cut "Yves" out of the picture provoked an outcry from fashion bloggers.
Slimane's spokeswoman said he was drawing inspiration from , when the ready-to-wear line was launched as Saint Laurent Rive Gauche. The name changed again after Saint Laurent retired. He plans to use similar fonts and wording from that time. However, the Yves, along with the iconic YSL logo, won't disappear entirely. The full Yves Saint Laurent name will continue to be used for "institutional purposes" and the logo will remain the same.
So, basically the only change will be to the read-to-wear line, which will now be called Saint Laurent Paris. The new branding is expected to be introduced by the time Slimane's spring collections hit stores. As we approach Hedi Slimane's debut show for Saint Laurent, we spoke to some branding experts to try to better understand why everyone reacted so strongly to his branding changes. The rumor turned out to be true--the new name will be Saint Laurent Paris--and as it turns out, he's totally cool with it.
Finally there's one rumor we can stop worrying about.
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