FACT OF FASHION #8 {It is SAINT LAURENT PARIS}

Having had to correct a few individuals numerous times about YSL, I though to place this not so new piece of information up as my latest Fact Of Fashion post for those who did not know.

A since 1961 image was changed in June 2012, when creative director Stefano Pilati stepped down French fashion designer Hedi Slimane -who held the position of creative director for Dior Homme-took over the helm at YSL and announce it to be Saint Laurent Paris. Many have mixed emotions about this move by Hedi, and many still continue to mention 'Yves' when referring to the brand but fact is, its change was nigh.

"The change in name refers to current times, as does the change of font to Helvetica, which harkens back to that formative era for the brand", says Slimane.

The controversial rebranding of the world renowned luxury house's name and logo won the 'Best Rebranding of the Year' in Wallpaper* Magazine's Design Awards last year (around March) 2013.

 

Refining the name to Saint Laurent was a revealing moment of truth.