Hedi Slimane’s first big move as creative director of Yves Saint Laurent will be to change the brand’s name to Saint Laurent Paris.
Founded in 1962 by late creator Yves Saint Laurent and his partner Pierre Bergé, it is reported that the label’s rebranding is part of new creative director Hedi Slimane‘s makeover of the fashion house.
The new branding will be introduced in the coming months, most likely to coincide with Slimane’s first designs for the label’s Spring 2013 collection going on sale.
However, it is expected that the YSL logo, which has long been one of the most iconic symbols of French luxury, will remain.
Sources told WWD that Slimane hopes to bring Saint Laurent into a new era, and although this new move may raise eyebrows, it is in keeping with many other top houses that go by a singular surname such as Prada, Versace and Chanel.
When Slimane was appointed Saint Laurent creative director a statement explained that he had been given “total creative responsibility for the brand image and all of its collections.”
So far he has shied away from the press, with his women’s cruise and Spring 2013 menswear collections only going on show to buyers.