The biggest news to rock the fashion world this week is the very dramatic potential change in name of one of fashion’s biggest houses – Yves Saint Laurent, popularly known as YSL. The new creative director Hedi Slimane has announced that the iconic name will be no more come the Spring 2013 show in September this year.
Yves Saint Laurent will then be known as Saint Laurent Paris.
I’m not the most fashion savvy person out there, but even I am aware of the history behind the name of one of fashion’s most famous designers who came up in the House of Dior and was once the Head Designer in Dior before being fired. Reading the history of Yves Saint Laurent is interesting and pretty sensational 😀
But history aside, this change of name is really something quite big although I’m not quite sure that SLP has the same ring to it as YSL, does it? What say you?
That said, I also read that the YSL logo will be kept on despite the change in the brand name. It could lead to confusion in later years when the new breed forgets the origins of the brand and wonder why “Saint Laurent Paris” uses a “YSL” logo. Who knows. They might even then decide to drop the Y in the logo. SLP? SL?
Maybe the change of name will modernize the brand, even as they say they draw inspiration from the 1966 Saint Laurent Rive Gauche line. After all, Christian Dior has over the years, without fanfare, dropped Christian from the name, leaving only the surname and I do see it becoming a bit more catchy – Dior rolls off the tongue more easily and looks solid and modern, as opposed to Christian Dior but they still keep the CD logo. So maybe we just need to get used to St. Laurent Paris 🙂
Its hard to say if the cosmetics line will be affected by this name change, because YSL cosmetics is now owned by the L’Oreal group and they may have their own plans for it. What I am very curious about, is whether the iconic Y in Yves Saint Laurent designed bags will remain.
Personally, I’ve been having my eye on the YSL Cabas Chyc for a while now. This might just give me the push to get it. We’ll see 🙂
What do you reckon? YSL? SLP? For those of us who have grown up with the YSL name, we may feel the loss but those coming in later will probably just take it all in stride. Still, I better make my mind up about the Cabas Chyc before they do away with that Y too 🙂
Paris B
Like you, I’m the Yves Saint Laurent generation. I find it hard to have the iconic Y on a bag without the Yves. A little thankful that I snagged the Arty ring while it was still bearing the Yves Saint Laurent badge. I think Saint Laurent Paris might still be acceptable. SLP – no. I use it on my puppy when she’s being a pest – sui lui pao 😛 (PS, Muse 2 of Cabas Chyc? For me.. :P)
We’ll have time cos they are only making a big change in September 😉 as for your question, I think you’re more Muse 2 than Cabas Chyc 😉
I think YSL is way more catchy… When a brand’s name is followed by a city name I tend not to say it at all. So Saint Laurent just seems a person’s name… Weird! I must say YSL is great for logos and Yves Sainty Laurent seems more elegant and seductive. I may come to change my mind in the future but, for now, I’m not sold! x
I have to agree with you about the name. Yves St. Laurent was musical and has rhythm. St. Laurent is like a place name, or as a friend said, like a breed of dog, like St. Bernards. LOL
I also love the Cabas Chyc. About the name changed, I think it’s funny that they decide to drop the Y when the bags have a big Y on it. I think you should quickly grab the Cabas Chyc before they turn the Y into P. Oh, that’s such a nightmare.
That’s my fear. That they drop Yves then drop the Y! So a Cabas Chyc will be vintage in time to come right? 😉 I can’t imagine a P though, can you? Lol!!
I have been on the cocktail where they announced it… I have feeling that they dramatically and desperately want to be more fresh but this is bad decision… Im the one who cares about heritage, the history… Thats why I don’t mind spending on Prada, Hermes or Chanel…
And that this with leaving Y tho it won’t link anymore to brand name? Greed….
I know exactly what you mean. Yves St. Laurent without the Yves is like chopping off part of a brand heritage. It just doesn’t make sense about the logo either!
I agree with you on the “Y” logo in their famous bags. Honestly Saint Lauren is not a bad name however i think “Yves Lauren” might be a better choice rather than “Saint Lauren”. Saint Lauren reminds me of Polo Ralph Lauren :p.
Thanks for the info 🙂
It’s going to be an interesting time in YSL couture, and I’d definitely watch itnwithnsome interest! A friend said St Laurent was like a breed of dog like St. Bernard. Sent me into stitches, sacrilegious as it was 😛
I love the YSL logo, as that’s my initials. 🙂
A bit heartbroken that they decided to change the name. I grew up with Yves St. Laurent, so it’ll always have a special place in my heart.
Ahhh lucky you! You could buy that YSL clutch and say it was monogrammed hehe…
I know right! 😛
I’ve been looking for a pendant with their logo. But I have no idea whether they ever came out with one. 🙁
I’m not sure if they did but they have cuff bracelets with the logo on it 😉
The hunt is on! I’m going to hunt down that bracelet. 😛
Good luck!!! 😀
Sorry, but I’m all like “Wth? #%@&*/~”
So, SLP instead of YSL in the near future, right? Ehh… I gotta admit, I’m totally wordless for the time being… O _ O
My reaction exactly, Jess. I was horrified they’d tinker with the name. I’d understand if it ws a secondary line but I think this is probably the biggest brand to change its name so far.
I wonder if it’s a marketing ploy to get us talking…I hope they retain their heritage.
I’m sure it is, but what a ploy eh? 😉 smart fella that new creative director
What is the exact reason they decided to change?! It’s like changing your own hild’s name into something else! =(
by the way, is ysl cosmetic available in Malaysia? I only see fragrance XD
I read they wanted to rebrand, and in the past, there was a St. Laurent Rive Gauche line so they drew inspiration from it, to be more modern. who knows really eh? Could be all just marketing as Sam pointed out 🙂 YSL cosmetics aren’t available here and singapore but there is a small selection at KLIA.
YSL is such a pretty logo on their bags. I am also thinking of getting a YSL 20 years down the road. But now, am I supposed to get an SLP instead??? Really strange feeling. Even their lipsticks has that YSL. Are they going change all those?
Well they do say the logo is remaining unchanged for now so I guess you could still get a YSL 🙂 it’ll just say St. Laurent Paris on the tag instead of Yves Saint Laurent 🙂 I wonder if they’ll scrap that italicized font too 😛
wow, really?!? This is nearly as bad as the whole GAP logo debacle–and I think the worst is yet to come. SLP? Really??? No, it doesn’t have a ring to it at all. And 80% of why people buy YSL in the first place is the logo/brand. If it’s unrecognizable, most people will be over it FAST. I don’t personally wear YSL but I do love their beauty line and I just think theres a certain elegant nostalgia to having the YSL on the compact. I don’t know where these stupid ideas come from. If it aint broke, don’t fix it!
Ow that you mention it, yes! That GAP logo was a right disaster! So I guess that’s why the people at YSL say that the logo will stay, but the name will change. I’m not sure how that works right? I mean, people buy it for the name and the logo is but the initials of the name. You can’t say oh we’ll keep the logo but change the name. Is just not done 🙁 I like some of the YSL cosmetics too. I hope they don’t mess with it cos I don’t fancy using something with SLP plastered on it lol!
It’s so weird!
I saw the ads in CDG Airport just now and it just doesn’t jive
Where’s the glamorous pants of the 80’s. The color blocking and pastel that I remembered from mom’s magazine. It’s always always YSL.
SLP = SJP. That’s what I think
Ooh! The ads are out already? They must have been planning this for ages. Did they keep the YSL font? I also think SJP – guess who’s more famous eh? 😉
YSL is waaaaaaaay catchier than SLP :/ SLP sounds… weird somehow.
SLiPpery? SLoPpy? 😉
oh no!!! YSL sounds so elegant and SLP is just soo debased form 😀 that was a shocking news!!!
When I read it, I was all “WHATT??!!!” And no, I don’t think the shock will ever stop 😀
When I first heard, I only thought, “Really? Huh…”
Oh well.
SLP sounds like “sloppy” LOL
Haha it does sound like a sloppy idea 😉
I still prefer YSL! SLP sounds weird!
Totally agree! But they say they’re keeping the logo for now so we’ll still see YSL around 🙂
What?! 🙁 That ‘Y’ is truly iconic – instant name & logo recognition! Why, why, Y do new people so often feel the need to bring in new broom sweep out the old? That pix showing the change from YSL to SLP is so not elegant. This brand may start to SLP past my radar in future.
Lol!! Yes I must agree with you. After this initial hype, and the dust has settled, I do wonder what’s going to happen in the House of SLP
the House of what? 😉
I just hate it that they’re changing YSL to SLP. SLP is like sleep hello!?!? Argh. What in the world is Slimane thinking!!!
xoxo,
Roxanne