Yves Saint Laurent to launch new identity

Last month, it was announced that Yves Saint Laurent ready-to-wear would be rebranding as Saint Laurent Paris in a change initiated by new creative director Hedi Slimane, who took over the role from Stefano Pilati in March this year.

The new branding is being designed by Slimane.

Though pictures emerged online last week of the new branding and typography, posted on Twitter by Love magazine editor Katie Grand, the new branding officially debuts in the August issue Vogue Paris.

Only the ready-to-wear collection that is affected by the rebrand, and the iconic YSL logo, designed by graphic designer Cassandre to launch the fashion house in 1961, will remain unchanged, though it will be used less widely. Yves Saint Laurent will remain as the house’s official name.

Slimane’s first collection for the house, the spring/summer Resort 2013 collection, was shown to select buyers earlier this month and will be made public during Paris Fashion Week this September.