In March 2012, the historic French fashion house Yves Saint Laurent appointed designer Hedi Slimane as it's creative director. Hedi Slimane is a French fashion designer who is revered in the world of fashion for his work at Dior Homme (the menswear line of Christian Dior). When Slimane was appointed creative director, he was given total creative responsibility for the brand image and it's collections. He decided to drop the Yves in Yves Saint Laurent, and rebrand the house as Saint Laurent Paris (or SLP). However the classic YSL logo will still be used, and the beauty and fragrance lines will stay branded as Yves Saint Laurent.
There was a huge backlash in the industry when the rebranding was announced to the press. At first people were very critical of Slimane's decision to change the name of such a legendary fashion house. It was called disgraceful, and many people still refuse to refer to the house as Saint Laurent Paris. Yves Saint Laurent himself founded the brand in 1962 with his partner, Pierre Bergé. Yves Saint Laurent essentially pioneered the concept of ready-to-wear collections: show bi-annual ready-to-wear collections in addition to haute couture to capture the imagination of consumers, then mass produce pieces from the runway and sell them at comparatively affordable prices. He is with out doubt one of the most innovative designers who ever lived. Slimane had alot to live up to when he was appointed creative director. Unfortunately Yves Saint Laurent passed away in 2008. However his partner Pierre Bergé is reportedly okay with the name alteration. The rebranding was actually inspired by a collection launched by YSL in 1966, entitled Saint Laurent Rive Gauche. The 1996 logo and the current SLP logo are as follows.
Personally, I really like that Hedi Slimane has rebranded the house as Saint Laurent Paris. At first I didn't, but it grew on me. I love that it has a retro inspiration. It's also a very modern touch to the brand image, something I think the house needed. It's humorous to me that people can't accept the change, especially since Hedi is such a talented person. Not every parisian fashion house can last forever. Is it not a good thing that someone is taking YSL in a new direction, and putting life into one of the most influential brands in fashion?
Hedi Slimane is one of my favourite designers. He is famous for his skinny Dior Homme suites, which changed the whole tailoring market about 10 years ago. His aesthetic is largely inspired by music. Hedi Slimane is also a professional photographer. He has an amazing online diary of his photography work, and has collaborated with some of the most exciting fashion magazines in the industry. His aesthetic is unique and rebellious in a way that is very relevant to todays youth culture. He has taken classic pieces, such as a leather biker jacket, and applied his aesthetic to them. Hedi Slimane's vision for Saint Laurent Paris has been very successful in winning over the loyalty of customers since the rebranding. I think as a creative mind he was the perfect choice for Saint Laurent Paris. Although, many people in the industry would disagree. He has been criticized for producing luxury collections inspired by "teen grunge" and "punk rock". He has also been criticized for his reoccurring skinny silhouette, as some people feel it might encourage youth to become dangerously skinny to obtain the look. Despite peoples negative opinions, Saint Laurent Paris is selling extremely well. In fact, this seasons $7275 Saint Laurent leather biker pants have sold out in 3 sizes on Canadian website SSENSE.
Another sign of prosperity for Saint Laurent Paris was when the brand cancelled an order of their fall/winter 2013 collection from French department store Colette. The reason Saint Laurent Paris cancelled the order (which could have amounted to over a million euros in retail sales) was because Colette had stocked the following shirt after the SLP rebranding.
Unfortunately for Colette, stocking the above shirt ended a 15 year relationship with the brand formerly known as Yves Saint Laurent.
-SFH