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Yves Saint Laurent To Change Its Name to Saint Laurent

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Saturday, June 23, 2012    

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French fashion house Yves Saint Laurent is undergoing a name change to Saint Laurent Paris. Supposedly the idea of the label's new creative director, fashion designer Hedi Slimane, the name change is expected to take effect in Spring 2013, when his first collections are expected to debut. Reportedly, the brand's iconic YSL logo will not disappear (so no need to stock up on those logo tees like Rick Ross), but it's still unclear the extent to which the rebranding will affect YSL's overall aesthetic.

Designer Yves Saint Laurent started his label in the '60s and was noted for popularizing "prêt-à-porter" ready-to-wear collections. He also designed a dress based on the paintings of Piet Mondrian, which would go on to inspire a Nike SB sneaker, among other things. His men's line has been seen on numerous celebrities and mentioned by plenty of rappers. He passed in 2008. Previous Creative Directors of his label have been prestigious names like Tom Ford and Stefano Pilati. Hedi Slimane had previously been at the helm, and recently returned after a memorable stint at Dior Homme.

  — WWD

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