Yves Saint Laurent Changes Name to Saint Laurent Paris

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Yves Saint Laurent’s new creative director Hedi Slimane has decided to change the name of the iconic fashion house to Saint Laurent Paris.

For those of us who have no idea how to pronounce Yves Saint Laurent because we aren’t “fashion people” and we love to throw around the YSL moniker like we know what we’re talking about, how the heck are we going to warm up to SLP?!

SLP just doesn’t roll of the tongue like YSL does. Le sigh.

Slimane is really taking his new control very seriously. Not only is he changing the name around, he also moved the creative studio from Paris to Los Angeles.

However, the YSL logo will still remain on some products even after the name changes.

Some are saying that it’s a very strong statement for Slimane to change the name of the brand before he even debuts his first collection with the label. Basically, Slimane wants you to know it’s his way, or the highway.

However, bold moves have been the bread and butter of the YSL label. YSL was the first luxury label to launch a ready-to-wear line back in 1966 and was the first designer to use African American models on the catwalks of Paris.

The brand is exciting for this new regime change, Paul Deneve CEO of YSL says it’s a “promising new chapter” for the company but Pierre Berge, a former partner for the brand thinks Slimane has his work cut out for him.

“It’s a great problem, very complicated, to recreate the work of a genius. Like trying to rewrite Faulkner. To put your stamp on the name of Yves Saint Laurent requires someone who has talent, conviction, rigor, a demanding nature and a great sense of color."
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