New creative director Hedi Slimane is apparently making drastic changes at Yves Saint Laurent… changes that will even extend to its name. Yes, in extremely surprising news, WWD brings word today that the house will no longer be Yves Saint Laurent but instead… ”Saint Laurent Paris.”
There are few details at the moment, though the iconic YSL logo will remain. The new name is “expected to be introduced in the coming months” and should be reflected everywhere by the time the Spring 2013 shows roll around, when Hedi will show his first collection.
When YSL revealed in March that Slimane would succeed Stefano Pilati at the creative helm, he was given “total creative responsibility for the brand image and all its collections.” According to sources, Slimane is keen to thrust Saint Laurent into a new era, while recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966 — among them youth, freedom and modernity. [...] Slimane, who is locating his creative studio in Los Angeles, where he has based himself since exiting Dior Homme in 2007, is also said to be working on new store concepts for YSL. He has declined all interview requests since arriving in the job.
Well, we didn’t see that coming.