The iconic label Yves Saint Laurent has dropped the Yves. Goodbye, YSL...Hello...SL?
If there were Facebook buttons on real life situations, I would dislike this. {side note} Facebook needs a dislike button. Sure there are plenty of things to like on Facebook, but trust me, there are plenty of things to dislike also. Point made.
WWD confirmed this morning that new YSL Creative Director, Hedi Slimane, has in fact decided to change the iconic Yves Saint Laurent name to Saint Laurent Paris. Slimane stated that the brand needed to re-brand itself, and along with that re-branding a new, more contemporary name was in order. As reported, the fashion house will not eliminate the known YSL logo completely. The logo will still be visible and present on shoe soles, cosmetic cases, and various other products. However, I can't help but wonder, if the idea is to re-brand the fashion house, why keep the iconic logo? Is this because the company knows that many products are purchased solely on the fact that they are YSL? Why not try to phase out the old logo? Perhaps brand products as YSL for Saint Laurent Paris?
Whatever their reasoning my be, I would still like to dislike this decision. When Karl Lagerfeld leaves Chanel do you think they are going to let the new creative director come in and say, "we need a re-branding, let's try a name change." Absolutely not.
There are reasons that these fashion houses have been around for as long as they have, and though they must be at the leading end of fashion, it doesn't mean they have to lose what they have always been known for, or known as. Chanel, Dior, Givenchy, and now Saint Laurent Paris? Just don't roll off the tongue quite as nicely as (que terrible French accent) Yves Saint Laurent.
