Saint Laurent Paris Reveals New Branding

*excerpt from fashionologie

The brand once known as Yves Saint Laurent revealed its new Saint Laurent Paris logo online over the weekend. Said logo — affixed to a black box resting on a marble surface in the photo above — is presented in capital letters. The image was posted to the brand's official Facebook page on Saturday, and while some commenters were supportive of the change, many others decried it as a bad move. One fan called it "an act of disrespect."

Hedi Slimane, who took over as creative director of the house in March, announced last month that he would change the name of the ready-to-wear collection to Saint Laurent Paris. The shift was billed as an attempt to "return to the fundamentals of YSL." When Saint Laurent moved into ready-to-wear in 1966, he called the operation Saint Laurent Rive Gauche.

The new branding will not replace the iconic YSL logo, which will still be applied to some of the house's products.


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