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Yves Saint Laurent rebrands into Saint Laurent Paris

Posted by: Labbrand Consulting Co., Ltd.

Date added: Thu 28 Jun 2012

One of the most important design houses in the world Yves Saint Laurent has decided to change its well-known brand name. Recently appointed creative director Hedi Slimane is proud to welcome the fashion world into the era of Saint Laurent Paris.

Yves Saint Laurent was founded in 1962, and during the 1960s and 1970s, the brand popularized the so-called “beatnik look” which was characterized by safari jackets tight pants and tall boots. Apart from his creative and memorable collections, Yves Saint Laurent is also recognized for being the first designer to use black models in his runway shows.

Creative director Hedi Slimane will return to the fashion house where he previously held the position of head of men’s wear. Experts claim that Slimane’s return to the fashion house will give tremendous potential to the widely recognized high fashion brand. Slimane claims that by changing the name into Saint Laurent Paris, he will be able to transform the brand’s focus by implementing young and modern designs. It is interesting that the fashion house has been rebranded as Saint Laurent Paris given that the major fashion houses go with a singular surname such as Gucci, Channel or Dior. However designer Yves Saint Laurent was always recognized for having trouble handing over his brand to successors who he consistently criticized for launching collections that Saint Laurent considered, did not live up to the brands name. As a result, some say that eliminating Yves from the brand’s name may translate into the start of a period of transformation.

Slimane also recently announced that he would be moving the French label into Los Angeles the city where he currently resides. However fittings for Saint Laurent Paris will continue to be held in Paris. The new logo for the rebranded fashion house will be presented this fall and will use fonts that come close to the ones used in 1966. Some clients and fashion magazines are not happy with the name change that Slimane has suggested. “Style magazine fashion156.com stated that the new name “sounds like a chain of downmarket budget hotels”.” Other disappointed customers claim that moving away from the name Yves Saint Laurent takes away from the brand’s historical iconic component. “Launching a new name for the brand would be like reinventing the wheel.” For many, Saint Laurent Paris does not sound as luxurious as Yves Saint Laurent.

In China the presence of Yves Saint Laurent is not as predominant as brands like Gucci or Chanel. The fashion house only operates in department stores in Guangzhou, Chengdu, Harbin and Wuhan. There is no news on whether the English name change will affect its Chinese brand name (sheng luo lan). Time will only tell if Slimane’s decision to rebrand the fashion house as Saint Laurent Paris will have a positive impact on the Chinese population.

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