Images surfaced on Yves Saint Laurent’s Facebook page today of packaging that looks suspiciously like the reveal of the new brand logo following the recent announcement that the house was to change its name from YSL to Saint Laurent Paris.
Last month, Yves Saint Laurent heralded the arrival of Hedi Slimane at its helm with news that the line was to be renamed Saint Laurent Paris. Cue much flapping over the loss of the iconic intertwined YSL letters.
According to the label, those letters will live on across beauty products and branding while Saint Laurent Paris will appear on ready-to-wear only. True aficionados will note that the move is in homage to Saint Laurent Rive Gauche, the original branding launched in the 60s by the great man himself, rather than any new direction.
The House would not confirm whether this is the image to be printed across stiff black shopping bags marching down Bond Street and the labels of razor-sharp trouser suits, but we have a strong feeling (call it a sixth sense) that it is. And we approve.