Jump to Main ContentJump to Primary Navigation
Top

YSL No More

hedi.jpg
ysl-clutch.jpg
ysl-gerry.jpg

Hedi Slimane was appointed to replace Stefano Pilati to shake things up at Yves Saint Laurent, and he’s already ruffled a few feathers - by changing the name of the fifty year-old label.

In a controversial move that has divided opinion on twitter (where #YSL and Saint Laurent Paris have been trending all day), Creative Director Hedi Slimane has announced that Yves Saint Laurent will be changed to Saint Laurent Paris from September, according to WWD.

A rebranding exercise that will aim to evoke the youthful, contemporary spirit of the 1966 Rive Gauche ready-to-wear line, the new ‘Saint Laurent Paris’ label will be fully in place by the time the brand’s Spring/Summer 2013 womenswear collection hit stores, although the YSL logo is reported to remain a trademark of the house, remaining on shoes, accessories and cosmetics.

ABOVE: The YSL logo, as seen on a Belle du Jour clutch. The logo will remain of the label's accessories.

Slimane, who rose to fashion fame as the Creative Director of the Dior Homme menswear label, created much excitement in the fashion world when it was announced he would be taking the top job at YSL. He also has the approval of Pierre Bergé, Yves Saint Laurent’s longtime friend, business partner and co-founder of the label, who told the New Yorker in 2006:

“People now in men’s fashion design just do it for the runway and their press. With Hedi, it’s completely different. He has a wonderful sense of the clothes. He has a wonderful technique. For Hedi, the idea of the customer, that is very important. Other designers know nothing about the customer. They have scorn. I don’t respect many fashion designers, but I respect Hedi very much.”

ABOVE: Yves Saint Laurent with Jerry Hall, backstage at one of his shows.

So what does this new direction mean for the house of YSL? Is this a move to distance the brand away from the label’s founder, the inimitable Yves, who defined the brand until his death in 2008, or to inject new life and a breath of fresh air into the house after fifty years?

Either way, the shake-up has got us very excited for Slimane’s official runway debut in September, when he’ll show his Spring/Summer 2013 collection at Paris Fashion Week. Finger’s crossed for a fresh and modern take on tailoring, Slimane’s trademark.

ABOVE: An Yves Saint Laurent look by the designer himself.

ABOVE: Stefano Pilati's final collection for YSL.

What do you think of the name change? Does Saint Laurent Paris or ‘SLP’ have the same ring to it as YSL? Are you excited to see how Hedi will change such an iconic fashion label? Let us know in the comments below or @StylistMagazine.

Picture credits: Rex Features

Related

Fashion-books.jpg

65 fabulous fashion books

Karl-Lagerfeld-collar.jpg

Karl Lagerfeld's high fashion collar

iconic-it-bags.jpg

Most iconic it bags

Comments

More

These Disney bags will definitely add some magic to your wardrobe

We want/need every single one of them

by Kayleigh Dray
28 Jun 2017

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

28 Jun 2017

Ashish teams with River Island for ‘dreamy’ gender-neutral collection

Pieces start at £30

by Anna Pollitt
28 Jun 2017

Watermelon dresses: the juicy new trick holding Instagram in thrall

Have you had your slice yet?

by Anna Brech
28 Jun 2017

Sign up to our weekly fashion newsletter

27 Jun 2017

Top designer schools woman questioning why he designs “for fat people”

“Words are very powerful, they impact and affect lives”

by Amy Swales
23 Jun 2017

Ascot looks from the Stylist team

Ascot kicks off with Ladies' Day and glorious sunshine. Our Ascot oufits are a mixture of high street and designer pieces that adhere to the dress codes. Here’s what the Stylist team wore to the first two days.

by The Stylist web team
22 Jun 2017

Swarovski heiress gets wed in 46kg of glittering crystals

Seven stone of dedication to the family brand

by Amy Swales
22 Jun 2017

Did Elizabeth II send a political message with her Queen’s Speech hat?

People think she was sending a political message with her choice of millinery

by Moya Crockett
21 Jun 2017

How to dress for hot weather if you hate summer clothes

“What do you mean, I can’t wear a turtleneck jumper in June?”

by Moya Crockett
19 Jun 2017