Brand new Yves Saint Laurent designer Hedi Slimane has really taken charge of his fashion empire: not just in words, but also in action. Yesterday, the news was released that “Yves” will be dropped from the empire's name, leading to the new name “Saint Laurent Paris”.
'Back to the roots'
Slimane has worked for YSL since February and was given “total creative responsibility for the brand image and all its collections”. Now he starts with a bang, removing the first name of the iconic founder – a big step for such a major brand and a move that might be seen by some as disrespectful, only four years after the death of Yves Saint Laurent himself.
These allegations are denied by owner Pierre Bergé, who founded the fashion brand together with Yves Saint Laurent in 1966: “On the contrary, this is a return to the company's roots”, he said. “When Yves designed his first collection, we chose – together – to name the company 'Saint Laurent'. Slimane's choice of a new name allows us to reconnect to our own DNA.”
Dior all over again
For Slimane, this is not a first: he already did exactly the same thing in 2000, when he rebranded “Christian Dior monsieur” to “Dior Homme”. The reasons for such an operation are twofold: symbolising the differences with the previous designers, and marking his own rule – and the change it brings.
The very first “Saint Laurent Paris” collection, also the very first of the hands of Slimane for the Parisian company, will be shown on the catwalks in September, and will be for sale next spring.