The Yves Saint Laurent name change may be new to many, but for those familiar with the history of the brand, it's really just a change back to the original.
Hedi Slimane, who was appointed Creative Director of Yves Saint Laurent this past year, decided to revamp Laurent's ready-to-wear label by changing its name to Saint Laurent Paris and remodeling the logo to resemble the 1966 version.
When the change was announced a few weeks ago, it was met by more criticism than praise. Many consumers who had fallen in love with the YSL logo were deeply disappointed.
Hedi was a bit confused by the backlash and though it was "interesting" that people felt this strongly about something reverting back to its origin.
In an interview with Vanity Fair, Slimane tells the publication:
"It is interesting to see how much reaction this retro branding has created. Clearly, this period of the history of the house was not well-known, which I trust was a surprise for Pierre Bergé [Saint Laurent's long-term partner]. I went back to 1966 - just before the events of 1968 [when 11 million workers revolted against the conservative politics of then-President Charles de Gaulle - the biggest general strike in history], but the awakening of youth was in the air, and Yves Saint Laurent wanted to dissociate himself from the clientele of haute couture and embrace this new generation."
You can change the name all you want but we think that people are mostly scared to give up the YSL logo. It's a logo that many have grown to love over the years, but as long as we keep getting the same great quality, what's there to worry about?