Yves Saint Laurent changes name

Last updated 14:16 22/06/2012
Hedi Slimane
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NEW BLOOD: Hedi Slimane took over from Yves Saint Laurent creative director Stefano Pilati this year.
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EXCEPTION: The famous YSL logo will still appear on beauty products and accessories.

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Yves Saint Laurent is no more.

Under the new creative control of head designer Hedi Slimane the iconic fashion house will be rebranded as Saint Laurent.

"All creations from the Couture House, starting with the Spring-Summer 2013 collections by Hedi Slimane, will carry the name Saint Laurent," a statement released to the media said.

All beauty and cosmetic products, including the cult concealer Touche Eclat will continue to carry the Yves Saint Laurent label.

Accessories will also continue to bear the YSL cross.

The name change is apart of Slimane's "extensive makeover" of the label which he plans to modernise with a more youthful aesthetic.

He replaced Stefano Pilati as the creative director in March and is now responsible for the creative image of the brand and all its collections.

The original founder of the house - Yves Saint Laurent - passed away in 2008.

He established the YSL label in 1960 after he served in the French Army and fought in the Algerian War.

He was the first couture designer to produce a ready-to-wear collection and in 1966 he revolutionised contemporary fashion with the introduction of androgynous tailoring with his Le Smoking tuxedo suits and jackets made especially for women.

Changing Yves Saint Laurent to Saint Laurent is the second big shockwave Slimane has sent through the fashion world since taking the reins.

The ex-Dior Homme and Yves Saint Laurent menswear designer, best known for his slim line tailoring and spurring on the skinny jean/blazer trend for both men and women, has refused to showcase his first collection for the fashion label, now formerly known as YSL, to the media.

Only buyers from a select group of high-end boutiques will lay eyes on on the Cruise collection in the coming weeks.

The general public will have to wait until September when he sends the spring-summer looks down the runway at Paris Fashion Week.

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-Sydney Morning Herald


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