As the new creative director of Yves Saint Laurent, Hedi Slimane changed the brand’s name to Saint Laurent Paris. Today, we get to see the first glimpse of the new Saint Laurent logo and packaging. Many rumors and speculations have come up since the confirmed name switch. First, the iconic YSL logo will not disappear, it will continue to be used by Hedi. Secondly, Slimane has plans to reintroduce the original fonts that were used when the Rive Gauche line launched in 1966. The Spring 2013 collection will debut during Paris Fashion Week later this year.
Saint Laurent CEO Paul Deneve announced the news to his staff in an internal memo:
“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.”
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