torsdag den 21. juni 2012


I just read on Eurowoman that Yves Saint Laurent will be changing their name to Saint Laurent Paris, and thereby also removing the Y from the iconic logo. This is what they (YSL) say:

"As part of our strategy to become one of the world’s true leaders in fashion and luxury, we are transforming the name of our brand from ‘Yves Saint Laurent’ to ‘Saint Laurent Paris’. The new name of our brand has been shared with the media today. The brand identity and visual language will be introduced over the next several months and will be fully in place for the Spring/Summer 2013 collection. This change celebrates our legacy and heritage, while boldly marking our ambition for the future. It will allow us to return to the fundamentals of YSL and revive the spirit and the intentions that reigned over the creation of ‘Saint Laurent Rive Gauche’ in 1966: principles of youth, freedom and modernity."

I don't really know what to say, other than that I think it's a truly stupid decision, and that now I have to go collect as much YSL makeup as I can, before they change it into SLP, which just sounds (and looks) kind of stupid. What do you guys think?

4 kommentarer:

  1. Completely unnecessary, I don't think that including 'Paris' in the name will help the brand to become one of the world's true leaders. I also don't think it's a good strategy 'revive the spirit of youth' as this is a classic brand that has a lot of older customers.... I think young people finds this fact really attractive actually.

  2. Yeah me too, being classical and somehow "older" is definitely a good thing for most brands. Plus the whole Paris thing just doesn't make any sense to me, it's not like people don't know Yves Saint Laurent is french already.

  3. A friend of mine sent me a link to a further explanation the other night, and it makes, sense, and I understand, why Hedi Slimane is doing it, but I still don't agree with him.
    I think it's unnecessary and stupid. However, they will 'only' change the name of the RTW-line into Saint Laurent Paris (because the people who buy this line, apparently don't want to be associated with the ones who buy the "accessories and make-up and all the other licensed shit" -as he put it.
    The name "Yves Saint Laurent" will then become available for the Haute Couture line, and the YSl logo will still be used for make-up, accessories and the house itself. Just not for the Haute Couture and RTW-lines.
    It's very complicated!


  4. Oh, that sounds way better. Thanks for sharing!