What is Yves Saint Laurent without the Yves? It just doesn’t quite have the same ring to it in my opinion. The iconic luxury fashion house has been building its brand since the 1960s when the notoriously controversial, yet visionary Yves himself was at the helm.
There was the Le Smoking suit that made masculine structures acceptable for women, the beginnings of the ready-to-wear collections to distinguish daily attire from elaborate couture (YSL Rive Gauche) and the first appearances of ethnic models on the runway. Yves Saint Laurent as both an individual and as a brand has been largely considered as a revolutionary fashion force.
However, after decades of brand building it’s now been confirmed that Hedi Slimane (the new creative director who replaced Stefano Pilati in March) is changing the name to ‘Saint Laurent Paris’. Is Slimane moving with the times and bringing the brand into new light, or is he erasing YSL’s celebrated heritage? You be the judge.