Leading fashion house Yves St Laurent, complete with Hedi Slimane, their new artistic director, are going through a major image overhaul. They revealed their new logo on Facebook and now Slimane is putting the finishing touches to his first collection is readiness for Paris Fashion Week, it is worth looking at what are changes are being planned for the most iconic of luxury brands.
The clothes, handbags and accessories from the house of YSL are some of the most desired luxury items across the globe. They received a certain amount of backlash however when they announced that their latest ready to wear range would be boasting the label of Saint Laurent Paris. This may seem like a subtle change to some, but aficinados were far from impressed.
Long time fans of the brand were disgruntled to say the least, and it seems that they will have to get used to more changed now that Slimane is in charge. Many have commented that the dropping of the Yves from both the name and the logo is disrespectful to the great French designer who founded the fashion house, and the new logo featuring Saint Laurent Paris is neat, white letters, has also come in for criticism.
Slimane, however, remains undeterred and is set on pushing forward with the re-branding of one of the most famous names in fashion. He also has a very powerful voice in his corner; the co-founder of YSL, Pierre Berge. Berge has long since been a fan of Slimane, and has said that he believes that he is the man who can restore the brand to glory, and make it even more appealing than it has been in the past.