The new creative director of Yves Saint Laurent, Hedi Slimane wants to make some changes to the fashion house. According to Fashionista’s reliable source Slimane would like to keep the SL and drop the Y. Supposedly, this plan was brought up to YSL CEO Bernard Arnault, who might be considering it. Slimane wants this change “to lose the history.”
Fashionista has brought up a good point, wouldn’t this change be expensive? YSL’s stores and beauty products carry the iconic logo. Is all this potential trouble worth it?
Co-founder of YSL Pierre Bergé wants to keep the memory of Yves Saint Laurent alive with expansive archives and a foundation. So how would this change affect that?
Fashionista also points out that it isn’t uncommon for fashion houses to go by their founders last name some examples being: Chanel, Versace, and Armani. We could only hope that this is just a rumor. [Fashionista]
Should YSL drop the “Y”?
Yves Saint Laurent spokesperson confirmed that Slimane does plan to change the name. However, the “Y” wont completely disappear. Slimane got the idea of the change from when the company first launched it’s ready-to-wear line under the name Saint Laurent Rive Gauche in 1966. Yves Saint Laurent name and logo will still be used for institutional purposes. According YSL, this change is to return to the essence of the brand while respecting its principles and ideals. [WWD]