Hedi Slimane is already making big changes at Yves Saint Laurent—and he’s not even shown a collection yet. The new creative director has been designing in Los Angeles rather than at YSL’s Paris headquarters, and now WWD confirms that he plans to change the fashion house’s name.
Under Slimane, Yves Saint Laurent will become Saint Laurent Paris, with the new branding introduced in coming months. The iconic YSL logo, however, will not disappear.
Slimane, who was given “total creative responsibility for the brand image and all its collections,” WWD reports, is looking to recapture the impulses that inspired the house’s founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966—among them youth, freedom and modernity. As such, Slimane plans to use the same fonts and a similar name to that era, a YSL spokesperson confirmed.