Yves Saint Laurent set for name change: New YSL creative head Hedi Slimane drops Yves

YSL set for a name change: New creative head Hedi Slimane drops Yves name for ready-to-wear collection



17:29 GMT, 22 June 2012

It's an iconic logo that's been around for more than half a century, but now YSL's interlocking initial stamp is set to change.

Under the new directorship of Hedi Slimane the Yves Saint Laurent ready-to-wear collection will be re-branded as Saint Laurent Paris (SLP).

And although the famous signature will remain unaltered on handbags, lipsticks and shoes, there is no certainty that it will continue
to be used as widely.

Models wear creations from Yves Saint Laurent during Paris Fashion week.

Models wear creations from Yves Saint Laurent during Paris Fashion week.

It is yet another alteration that has occurred since
the French creative director took over in March.

Yves Saint Laurent was founded by designer Yves Saint Laurent and his partner, Pierre Berg in 1962, and the current logo was created by the graphic designer

Over the years it has
become as
recognisable as Chanel's interlocked Cs or Louis Vuitton's LV and the
recent announcement that Yves would be eliminated has provoked outcry
from a number of commentators.

Yves Saint Laurent's creative director Hedi Slimane

Yves Saint Laurent's creative director Hedi Slimane

'It's like when they
changed Opal Fruits to Starburst only 10 times worse,' British
vintage clothing store Rokit Tweeted, while style website Fashion156.com stated the new name 'sounds like a chain of downmarket budget

However a spokesperson for Slimane said he was
drawing inspiration from 1966, when the ready-to-wear line was launched
as Saint Laurent Rive Gauche.

Earlier this month it was announced that he would be moving the French label's design studio from Paris to his adoptive
city of Los Angeles.

While fittings would still in Paris
and YSL ateliers will continue to work from the label's Avenue George V

Slimane relocated to LA in 2007 after
he left Dior Homme to concentrate on art and photography. While it is
traditional for creative
directors of French houses to live in Paris, Slimane follows in the
footsteps of Phoebe Philo, who leads Paris-based Celine
from London.

The logo makeover, to be presented with
Slimane's first womenswear collection this autumn and will use similar
fonts to the 1966 branding.

Saint Laurent died in 2008 and produced the label's last haute couture collection in 2002.