Hedi Slimane's first big move as creative director of Yves Saint Laurent will be to change the brand's name to Saint Laurent Paris.
"I am very pleased to announce an exciting step in the history of our brand and our business. As part of our strategy to become one of the world's true leaders in fashion and luxury, we are transforming the name of our brand from 'Yves Saint Laurent' to 'Saint Laurent Paris.' The new name of our brand has been shared with the media today. The brand identity and visual language will be introduced over the next several months and will be fully in place for the Spring/Summer 2013 collection. This change celebrates our legacy and heritage, while boldly marking our ambition for the future. It will allow us to return to the fundamentals of YSL and revive the spirit and the intentions that reigned over the creation of 'Saint Laurent Rive Gauche' in 1966: principles of youth, freedom, and modernity."
While the name of the brand will change, the house's iconic YSL logo — a French cultural icon — will not disappear. However, Slimane also plans to reintroduce the original fonts that were used when the Rive Gauche line launched in 1966. (At right, an ad announcing the opening of the store.)
Slimane, who took over the creative director's chair from Stefano Pilati in March, will present his first two collections for the house — men's Spring 2013 and women's Resort 2013 — to buyers only. He intends to make his first big statement to the press with his Spring 2013 collection during Paris Fashion Week later this year. When he assumed control, Slimane was given "total creative responsibility for the brand image and all its collections."
Photo: The finale of Yves Saint Laurent's Fall 2012 show.