For designer fashion lovers, Yves Saint Laurent handbags, clothing and accessories are among the most desired luxury items available. The company drew a bit of backlash, however, after it announced that its ready-to-wear line would be retitled Saint Laurent Paris, one of several changes initiated by the iconic label’s new creative director, Hedi Slimane.
While many brand loyalists were pleased to learn that Yves Saint Laurent would remain the official name of the popular Paris fashion house, Saint Laurent Paris, the new, rebranded name of the label’s ready-to-wear line, will take a bit of getting used to.
Despite the opposition, Slimane presses forward in his efforts to rebrand the company. This September, he will unveil the spring/summer Resort 2013 collection, his first for the label, during Paris Fashion Week.
“I approach this via a wardrobe codified to the extreme, almost ritualistic,” Slimane told, adding that, under his direction, the brand would be placing more emphasis on its ready-to-wear line. “Haute Couture is a legitimate subject for Yves Saint Laurent and could resume one day. The priority today is to revamp and redeploy the luxury ready-to-wear.”
Slimane, a newcomer to women’s clothing, does have one very notable name in his corner: Yves Saint Laurent co-founder Pierre Bergé. “I’m very happy,” Bergé said, dismissing the tenure of past YSL decision makers. “Anything that makes the house more Saint Laurent is welcome ... I am happy that Stefano Pilati is gone, just as I was happy when Tom Ford left.”