The luxury brand Yves Saint Laurent (YSL), which was founded in 1962 in France by late creatorYves Saint Laurent and Pierre Bergé, will change its name to Saint Laurent Paris under theleadership of Hedi Slimane, the new creative director.
"All creations from the Couture House, starting with the Spring-Summer 2013 collections by HediSlimane, will carry the name Saint Laurent," a statement released to the media said. However, theYSL logo, which has been one of most iconic French luxury symbols, will remain.
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Slimane, who was given "total creative responsibility for the brand image and all of itscollections", is dedicated to "restoring the house to its truth, purity and essence - and taking itinto a new era" while "respecting the original principles and ideals."
"Sources told the publication that Slimane hopes to bring Saint Laurent into a new era, andalthough this new move may raise eyebrows, it is in keeping with many other top houses that goby a singular surname such as Prada, Versace and Chanel", According to WWD.
Its creative studio will also move from Paris to Los Angeles, which shocks many but gets supportfrom Pierre Bergé, the St. Laurent's longtime partner.
"I'm very happy. Anything that makes the house more Saint Laurent is welcome." he said.