YSL to change its name

Yves Saint Laurent will drop the ‘Yves’ from their name, the brand has confirmed.

Newly-appointed creative director Hedi Slimane is keen to “thrust Saint Laurent into a new era modern”, reports WWD , and thinks removing the founder of the brand’s first name from the famous moniker is the way forward.

The house will be rebranded Saint Laurent Paris, although the iconic YSL logo will remain the same. The move is not be an entirely new one, the majority of the major fashion houses go by a singular surname – Versace, Gucci, Chanel, Prada.

Hedi Slimane was given “total creative responsibility for the brand image and all its collections” and is said to be focusing on “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.”

What do you think, do you think it will make much difference to the brand?

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