R.I.P. to the founding father of the renowned French fashion house, Yves Saint Laurent who, of the same name died in 2008. Four years later the higher-ups, such as the new creative director, Hedi Slimane have announced that YSL will soon be known simply as SLP, Saint Laurent Paris (which does not even sound as luxurious or exquisite). It has been promised that despite the name change, the YSL brand logo will remain iconic.
Ms. Slimane believes that changing the name will “thrust into a new era modern” and thinks removing the founder of its first name from the famous moniker is the way forward. Just like that, she drops the ‘Yves’.
It is a pretty bold move for one decide to take a brand,especially such a brand as this that holds credibility and is revered as well as respected by lovers of fashion everywhere, and try to reboot it as if it were a failed venture. For the life of me I cannot understand why YSL would need to be re-branded, it’s YSL. This could have positive results as other brands have dropped their famous moniker before, giving us Versace, Gucci and Chanel. Great reasoning, but I believe YSL should be YSL. Long live YSL! Yves Saint Laurent, thank you for your artist flair, chic designs, and creating a luxurious brand that is uniquely set apart by its’ level of class.