Slimane to change YSL name

Hedi Slimane is starting his revamp of Yves Saint Laurent at the very beginning—with the house’s name.

Slimane intends to change the brand name from Yves Saint Laurent to Saint Laurent Paris, WWD reported.

The rebranding will be rolled out over the next several months and is expected to be applied by the time Slimane’s spring summer 2013 womenswear collection reaches stores. Reports suggest that the graphic YSL logo will stay in place

Slimane, who succeeded Stefano Pilati in the top YSL job in March, joined the house with a remit extending to ‘total creative responsibility for the brand image,’ from store environments to runway collections and beyond.


Slimane’s resort womenswear collection will be shown to buyers in coming weeks. The designer will make his official runway debut when he shows his SS13 collection at Paris Fashion Week, which runs from 25 September to 3 October.

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