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The GROUND 360° | The Ground Magazine

The GROUND 360° – YSL without Yves?

By On July 2, 2012 In Editor's picks, Editorial Submissions, Fashion, Popular

All the facts are out in the public. The verdict on the controversial name change of Yves Saint Laurent has been delivered to major talkers of the town. And the resort collection of the fashion house  has been revealed to only buyers as of June 28th. According to WWD,  ”Slimane has secured an iconic and impressive venue — the Grand Palais — for the showroom, scheduled for June 28 to July 4. Previously, YSL collections were sold to buyers at its Rue d’Artois space.”  In the mean time, Let’s not panic about the name change because the beloved handbags, shoes, cosmetics and its boutiques will keep its signature custom-letter logo – created by graphic designer Adolphe Cassandre in 1961.

Now the question is that how the brand will reset the old and rebrand the new ” Saint Laurent Paris” that will be headed by none the other, Hedi Slimane. It’s surely a massive undertaking even for the famed and multi-faceted designer, who literally electrified menswear during his seven-year stint at Dior Homme. Will this be a match-made in heaven like Karl Lagerfeld to Chanel?

Here’s what other reliable sources and talkers have to say on the hot topic.


PARIS — Hedi Slimane’s makeover of Yves Saint Laurent is gathering steam — and will extend to its moniker. WWD has learned that the designer plans to change the name of the fashion house from Yves Saint Laurent to Saint Laurent Paris.

Hedi Slimane to Reset YSL to 1966 

“According to sources, Slimane is keen to thrust Saint Laurent into a new era, while 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.” (Read more)

@ Sundance Channel.com

“Some say the reasoning behind the change is consistent with Yves’ original logic from 1966, when he introduced the line as Yves Saint Laurent Rive Gauche to the market. And of course many brands have had posthumous success after the designer’s mortal form has moved on, finding life in a surname alone: Chanel, Prada, Pink, Balenciaga and Versace, for example. In fact naming a house by an eponymous surname is consistent with the tradition of designers throughout history. Their last names take on a tribal air, like a school or artisanal camp. The basis of an atelier. But the logo associated with the house of YSL, which was created by famed designer A.M. Cassandre and is so fundamental to the brand, is itself an icon. And suddenly seems incongruous, if not clearly out of step, with SLP.” (Read more)

@ The Talks.com

It seems appropriate to hear from the very person who founded Yves Saint Laurent together with the designer, PIERRE BERGÉ on how it all began in the exclusive interview with The Talks, now that the brand is poised to channel the roots of its founding spirit with the new name.

Sichov/SIPA Yves Saint Laurent et Pierre Bergé, en 1982, rue de Babylone, à Paris


It is all a question of money and marketing. We never talk about talent – it’s not the point. We only talk about sales. Yves Saint Laurent would have hated that.

Would Yves Saint Laurent hate the fashion industry of today? Of course! Yves retired at the right time and he died at the right time. I am sorry to tell you that, but it is very difficult for me to understand what has happened to the fashion business. It is all a question of money and marketing. We never talk about talent – it’s not the point. We only talk about sales. Yves Saint Laurent would have hated that. (Read more)


@ Refinery29.com- YSL Changing Its Name To “Saint Laurent Paris”

Hedi Slimane, announced to drop the”Yves” and add on “Paris,” giving the age-old design house a strange, nearly luxury-sounding name. (Read more)

What do you think will come of the renaming of YSL?

@ Philly.com- Yves Saint Laurent name change may bring sophistication back

“Although the YSL logo will remain on handbags, shoes, cosmetics and its boutiques, I’m betting it’s only a matter of time before the company goes full throttle Saint Laurent Paris.” (Read more)


@ Nymag.com- Yves Saint Laurent Changes Its Name to Saint Laurent Paris

“SLP” is hardly a catchy, distinctive set of letters, and vaguely calls to mind SJP, or the word “slop,” or SLC Punk. Without further ado, we defer to Sesame Street‘s ode to Y (Read more)



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