Ahhhhhhh.....It’s been reported today that the
fashion house Yves Saint Laurent is to change its name. Although, no news of
the full extent to rebrand the name by its creative director Hedi Slimane, but
the rumours has it that it would be called ‘Saint Laurent Paris’. New to the
seat at YSL, Slimane has already created a stir by letting buyers &
directors view the latest collections in bid to keep the press out. And even to
the extent to move its creative studio from Paris to Los Angeles.
If any re branding does come
about, It’ll only be on accessories and RTW side of the business, as LOREAL
group own the perfumery & cosmetics side of the brand.
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| A NEW MAN: Hedi Slimane and the original, Yves Saint Laurent.
The ‘YSL’ logo has been DNA of
the brand since 1966 when Laurent himself was the first couturier to launch a
ready-to-wear (RTW) line. He pioneered trouser suits for women, and was the
first designer to use black models on the catwalks of Paris. Slimane is
scandalising the Paris fashion world with his audacity.
Although Slimane has full reins
of the creative aspect of the brand and the image, surely PPR should have known
about potential brand changes before taking to the seat of Creative Director of
the PPR group’s one of many business’es.
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| Yves Saint Laurent autumn winter 2012 collection. we shall see...... |