Hedi Slimane Changes YSL Name

6.21.2012

By Peter Frost

A new beginning for the iconic brand

Over the next few months, Yves Saint Laurent is going back to its roots. Hedi Slimane, the recently appointed creative director of the brand, has decided to go back to basics, beginning by changing the name of the company to Saint Laurent Paris, an incarnation that was first introduced in 1966. Slimane, who replaced Stefano Pilati in February, reportedly has major changes in store for the brand, limiting press exposure to his reinvention of the company until his Spring 2013 show later this fall.

In a memo circulated to employees of the company, Yves Saint Laurent CEO Paul Deneve said about the change, “It will allow us to return to the fundamentals of YSL and revive the spirit and intentions that reigned over the creation of ‘Saint Laurent Rive Gauche in 1966: principles of youth, freedom, and modernity.”

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