Yves Saint Laurent to Change Name to Saint Laurent Paris

By Ben Roberts

Creative Director Hedi Silmane, former designer for Dior Homme, has introduced the first big change to venerable brand Yves Saint Laurent by reportedly changing the name to Saint Laurent Paris.

Founded in 1962 by late creator Yves Saint Laurent and his partner Pierre Bergé, the label’s rebranding is part of new creative director Hedi Silmane‘s makeover of the fashion house.

The rebranding process will be introduced in the coming months, coinciding with Silmane’s inaugural designs for the label’s Spring 2013 collection; the luxury industry is fully expecting that the YSL logo, which has been an icon for the French luxury company, will remain past the rebrand.

Luxuo has reported that Silmane was given total creative responsibility for the brand image and all of it’s collections once appointed Saint Laurent creative director. So far he has shied away from the press, with his women’s cruise and Spring 2013 menswear collections only going on show to buyers.

By Ben Roberts