Yves Saint Laurent to Change Name… Now What?
Fashion giant Yves Saint Laurent is changing their name!
As part of a branding overhaul, new creative director Hedi Slimane has chosen to rename the label Saint Laurent Paris. The new name will go into effect by the time that Slimane’s first collection for the label hits stored for spring 2013.
But, the question is, what will become of the brand’s current initials, YSL, which make up the label’s logo? Most people call the company YSL nowadays, and losing the Y could prove dangerous to the company. Will the company go by SLP now? SLP isn’t nearly as catchy nor distinctive as YSL, and may remind people of SJP, or even the word slop.
I personally think the change could be a hard sale for the company. While many people don’t call Yves Saint Laurent by it’s given name, will people recognize SLP as the same company? I’m hoping there’s a notable transition from YSL to SLP as the company’s main logo, if they choose to go that route.
And is changing the name disrespectful to the man who started the label? Yves Saint Laurent has existed since 1962, and many know the company as such. Changing the name could be seen as distancing oneself from the man who started it all.
But, on the other hand, many people don’t know how to pronounce “Yves,” so maybe changing the name to Saint Laurent Paris will work. It could help the brand start over, and allow Slimane to make her own imprint on the infamous label.
So, how do you feel about the name change? Do you think it will work? Tweet us your thoughts @TheFashionFoot.
Photo Sources:
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HATE the name change! This is disastrous, I understand they want a new brand image, to become more modern but OLD IS GOLD, it’s as if they’re just following the new trends instead of staying original. I absolutely find this the worst decision ever, I might agree with the changes in fashion to today’s trends but the name change? And to SLP? In the Middle East, SLP is used as a short nickname for “SLEEP”, and now it’s being used as YSL’s new brand name? Gosh, I don’t even know what the reactions of the YSL team are, are they happy about it too?
Wauw i just found out that YSL is SLP on instagram. I was very shocked. Why would they change the name of such an iconic brand? I also think it is very dishonorable to Yves!!
I hate that some arrogant ‘creative director’ thinks she can just change the name. Just mind your collection don’t change the brandname. They put so much effort to it and now you are ruining it!
Are they really communicating this clearly to their customers? i suppose not… I believe lots of them would resist it. Its probably for the best to change the name ‘slowly’ and ‘unnoticable’..