Fashionistas worldwide are up in arms over the announcement today that the iconic Yves Saint Laurent label is to change its name to Saint Laurent Paris.
Hedi Slimane, set to take over as creative director plans to give the French fashion house a major makeover, first and foremost by changing the name.
The arrival of Slimane at YSL has been hotly anticipated by fashion insiders having already headed YSL’s menswear division as well as designing for Dior Homme. However, although change and innovation is intrinsic to the role of creative director, changing the name has been seen as one step too far:
Not only is YSL an established name, but the fashion industry has an allegiance to the founder and designer of the same name, who died just four years ago at the age of 71.
Regardless the new name will be in place by the time Slimane’s first collection, for Spring Summer 2013, arrives in store.