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.

Written By: Joanelle Navarro

Photo Sources:

About these ads