When word got out that Hedi Slimane would be replacing Stefano Pilati as creative director of Yves Saint Laurent, we weren’t entirely surprised—replacement rumours had been dogging the designer for quite some time. However, one major change we weren’t anticipating? The recent news that Slimane has called for a complete rebranding of the house, including the name.
Under Slimane, who has previously held the same post in the brand’s menswear division, the house will be known as Saint Laurent Paris. Slimane has been given complete creative control of the label’s image, and so this also means the end for the iconic YSL logo—reports have confirmed that all merchandise will have the new branding by the time the Spring 2013 collection hits stores.
Another major change that’s been implemented under Slimane? Rather than work out of YSL’s Paris HQ, the designer has chosen to instead helm the house from Los Angeles—despite the city of lights being an integral part of the brand’s DNA.