WHAT’S IN A NAME?
It’s the talk of the town, there are big changes ahead for Yves Saint Laurent. Since Hedi Slimane took over as Creative Director of the house in March this year its has been the dawning of a new age, reminiscent of when the Yves Saint Laurent launched the Rive Gauche ready-to-wear line in 1966. Not only will the creative studios of YSL move from Paris to LA but the name of the ready-to-wear collection will be changed from Yves Saint Laurent (YSL) to Saint Laurent Paris (SLP)…go figure!!!
Our Facebook & Twitter followers will be well aware of how I agonised over my purchase of the Yves Saint Laurent Rivera Wedges below
I know it sounds crazy but if they had been SL shoes rather than YSL shoes I’m not sure that I would have found them quite so desirable. – Hannah Brooks
Apparently the use of the logo will remain in the YSL shake up but it seems beyond curious, given the prolific use of the Y in the current ranges (as seen below), that the brand will abandon the name in the RTW ranges all together.
Brand Heritage is always such a crucial element in any luxury purchase so why would a brand turn their back on their most powerful commodity. We know that Dior went from to Christian Dior to just Dior…but is this taking modernity too far?
WE’RE ALWAYS 2OPINIONATED…what’s your opinion on the reinvention of YSL?