Yves Saint Laurent

What’s In a Name? Rebranding with BLT

07/20/2012 - 2:51pm

Would a rose by any other name smell as sweet? Probably, but would anyone sniff it if we called it a skunk cabbage?

Iconic fashion house Yves Saint Laurent has decided it’s time for a change of style. The brand, long known for its intertwined YSL logo, will rename its ready-to-wear collection Saint Laurent Paris. The change came after Hedi Slimane took over the fashion house.

For now, Slimane says the famous YSL logo will continue to appear on bags and shoes, but the fashion house is looking into taking a new approach in the coming years.