Yves Saint Laurent rebrands as Saint Laurent Paris

Fashion label Yves Saint Laurent is set to rebrand its ready-to-wear collection, removing the ‘Yves’ from the name.

current Yves Saint Laurent logo

Source: photograph by Damien Roue

The YSL logo, designed by Cassandre in 1961, will continue to be used

The range will now be called Saint Laurent Paris, a change initiated by new creative director Hedi Slimane, who took over the role from Stefano Pilati in March this year.

The full Yves Saint Laurent name will now only be used for institutional purposes. For other ranges, such as bags, shoes and lipsticks, 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.

It has been reported that this move will see the branding and graphic identity for the ready-to-wear collection altered to return to that of the original 1966 ready-to-wear line, then called Saint Laurent Rive Gauche, with a return to the 1960s fonts and design principles.

This  ‘retro’ branding will reportedly debut with Slimane’s first womenswear collection this autumn.

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