Yves Saint Laurent drops Yves

Published:  June 22, 2012

Designed in 1963 by A. M. Cassandre to launch fashion house, Yves Saint Laurent, the recognisable brand mark may not be around for very much longer.

As part of a new direction for the brand, its upcoming ready-to-wear collection will be rebranded as ‘Saint Laurent Paris’. The name change follows creative director Hedi Slimane‘s takeover of the label earlier this year from Stefano Pilati, and according to a report in The Guardian, will, for the moment, exclude branding on cosmetics and handbags. “A spokeswoman confirmed that the famous YSL logo, which appears on handbags, lipsticks and shoes, would remain unchanged, although there is no certainty that it will continue to be used as widely,” the report states.

According to further reports, Slimane’s appointment as creative director gives him “total creative responsibility for the brand image and all of its collections.”

The first major announcement about the label’s new direction will be made at Paris Fashion Week in September when Slimane showcases his Spring 2013 womenswear designs.

What are your thoughts on the name and logo? Leave your comments below.

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