Yves Saint Laurent To Change Name to Saint Laurent Paris

Newly-appointed Yves Saint Laurent creative director Hedi Slimane has decided a name change is necessary for the brand to stay competitive in high-fashion.  The new name will be Saint Laurent Paris but will keep the YSL logo handy.  According to  WWD, Slimane is “recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966 – among them youth, freedom and modernity.”

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