YSL Has Changed Its Name
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In an effort to capture the energy that surrounded Yves Saint Laurent’s thrust into the ready-to-wear category in 1966, Hedi Slimane, the creative director of YSL (as it was formerly known until 21 June 2012), has decided to go back to basics. The Yves Saint Laurent brand has changed its name to Saint Laurent Paris. In 1966 it was called Saint Laurent Rive Gauche when the first boutique opened at 21 Rue de Tournon, so Saint Laurent Paris is not a far cry from the original name.
Perhaps the change in logo and name may render all existing YSL products collector’s items? The old logo YSL will still be used for the brand’s makeup, accessories and shoes.
The old logo
The new logo
Re-branding is not unheard of and many brands have done it successfully. Can YSL be counted amongst them? What do you think? I don’t love.
Y, Slimane, Y?
