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YSL Yves Saint Laurent is now Saint Laurent Paris

YSL is now Saint Laurent Paris

Yves Saint Laurent YSL Large Leather Clutch

Go ahead and stock up on all those YSL logo-embossed bags because Yves Saint Laurent aint YSL no more. It was rumored earlier this week and then confirmed today by Creative Director, Hedi Slimane. The new name? Saint Laurent Paris. And on top of that, the design studio headquarters will move from Paris to Los Angeles. Why not just go all out and call it Saint Laurent Los Angeles?

Personally, I think this is a branding move gone horribly wrong. Launched in 1966, the fashion house was originally called Saint Laurent Rive Gauche and later changed to reflect the founder’s full name. And now, in 2012, the moniker and initials, YSL, are so easily recognizable and familiar, it’s hard to imagine calling the brand anything else. And what are they going to do with all of the ‘Y’-branded handbags? Who wants to buy a bag with an ‘SL’ on it? (Unless, of course those are your initials).

What do you think of this name change?

Shop YSL below, while you still have a chance!


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