name change fOr YSL*

It has been cOnfirmed that the icOnic fashiOn brand Yves Saint Laurent will be changing its name tO 'Saint Laurent Paris'. Hedi Slimane [Creative Director at YSL], whO has alsO had experience as a fashiOn designer aswell as a Creative Director fOr Dior Homme, believes that the name change will give the brand mOre of a 'fresh, mOdern feel'.

As a brand YSL has achieved enOrmOus success, with its designs being cOnsistently celebrated and its name being synOnimOus tO mOdern-day pret-a-pOrté fashiOn. Which is why I'm, persOnally, having mixed feelings abOut this change; I mean, why change a winning fOrmula?

In the same breath, thOugh, it makes sense that the new Creative DirectOr whO tOok tO the reigns last year wOuld want tO distance himself frOm the label's inimitable fOunder whOse legacy is a struggle tO live up tO.

sO, nOw, we await the intrOductiOn Of 'Saint Laurent Paris' which is scheduled fOr when the spring 2013 cOllectiOns hit the stOres.