This fall, fashion house Yves Saint Laurent (YSL) will change its name to “Saint Laurent Paris,” according to Women’s Wear Daily. The French brand’s creative director, Hedi Slimane, confirmed to WWD that YSL will re-brand itself with the dramatic change. Saint Laurent will make its debut when the Spring 2012 collection hits stores.
The iconic YSL logo will not be thrown to the wayside, however. The brand will keep the emblem on its shoe soles, makeup cases and in advertising campaigns, reported Lucky magazine. The logo, designed by Ukrainian-French artist A.M. Cassandre in 1963, has been synonymous with the brand since it was first launched by designer Yves Henri Donat Mathieu-Saint-Laurent.
Fashionista was the first to report on the YSL name change, sharing the first whisperings of rumors regarding the brand dropping the “Yves.” Continue reading: ibtimes