Yves Saint Laurent to Saint Laurent Paris Controversy

AleXsandro Palombo Illustrations 

Over the past couple of months since Slimane has taken over as creative director at YSL he has come under some controversy with the announcement that he is changing the name from Yves Saint Laurent to Saint Laurent Paris SLP. Yves Saint Laurent has to be one of the best known fashion houses is the world symbolizing glamour, sophistication and power for over 50years. The history of YSL was the first house to create a ready to wear collection & trouser suits for women. The image above is the first glimpse of the new SPL packaging it has been kept the same but has the strong reference to Hedi's experiences as a photographer style in black and white. 


Rebranding can be a dangerous thing as it can loose the customer base and become unrecognisable for people to know what the brands image is, however I have to say the rebranding is not drastic infact I find that Slimane is bringing Yves Saint Laurent into a new age and retaining the well known characteristics  the image bringing it to be more exclusive to what it was known for.