Saint Laurent Paris will be the new name of Yves Saint Laurent

Hedi Slimane the new creative director of Yves Saint Laurent, who took over from Stefano Pilati, will change the brand’s name from Yves Saint Laurent to Saint Laurent Paris.

The new name is expected to be introduced by the time the 2013 collection is in stores, WWD reports. The designer will keep the same fond and nomenclature that the label’s founder used when he launched his ready-to-wear line in 1966, then by the name of Saint Laurent River Gauche.

A spokesperson told WWD that Slimane will use the house’s “original branding” in order to restore “the house to its truth, purity and essence - and taking it to a new era”, while “respecting the original principles and ideas”. The brands logo will also remain the same.

Slimane will show his pre spring/summer 2013 collection to a select group of buyers, while his first catwalk show will be unveiled during Paris Fashion Week, starting September 25th until October 3th.

I feel like his taking something important away from the brand, what do you think about this?

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