The new creative director of fashion label Yves Saint Laurent has decided to rename the French brand. Hedi Slimane has decided to drop the “Yves” and change the name is Saint Laurent Paris.
The Y from the YSL logo will be removed and the fashion house will undergo a rebranding that Slimane hopes will revive it.
The classic YSL logo
and name will still exist on beauty products, cosmetics, handbags, shoes and other classic accessories.
After the death of Yves Saint Laurent in 2008, co-founder of the brand and former partner Pierre Bergé established a foundation to commemorate the late designer.