Yves Saint Laurent creative director, Hedi Slimane, has shocked the world by changing the luxury fashion house's legacy name to Saint Laurent Paris... Slimane wants to rebrand Yves Saint Laurent to have a more youthful and modern aesthetic, as seen in his Spring Summer 2013 collection (trickling into stores now). The name Saint Laurent Paris actually dates back to 1966 when the fashion house was originally named Saint Laurent Rive Gauche. I'm not sure how you feel about it, but to me, YSL will always be YVES Saint Laurent. And as for appealing to the younger demographic, you can count me out.
The fashion house says that they will keep the iconic logo the same while rebranding Saint Laurent Paris... but isn't that just confusing?
What do you think? Can Saint Laurent Paris ever have the same appeal of Yves Saint Laurent? -lulu