Yves Saint Laurent rebranded to Saint Laurent Paris
In a bold move luxury group PPR, owner of Yves Saint Laurent announced the re-branding of the maison to Saint Laurent Paris, ahead of the debut of its new Creative Director, Hedi Slimane. The new brand will only be used for ready to wear and accessories, maintaining the iconic YSL initials on the beauty products licensed by L’Oreal as well as eyewear. WWD which announced the news, highlights that from its debut in 1966, Yves Saint Laurent used the Saint Laurent Rive Gauche brand for its ready to wear.
Unlike its sister companies Gucci and Bottega Veneta, Yves Saint Laurent has been one of the least performing brands within PPR Group, hence the appointment of a new creative director and many other changes expected. Hedi Slimane and his creative team will not be based in Paris, as it would have been expected, but in Los Angeles.