Name of the Game
In the fall of 2012, Yves Saint Laurent announced the appointment of its new Creative Director, Hedi Slimane, who subsequently renamed the brand as a part of a creative overhaul. Silmane rebranded Yves Saint Laurent to Saint Laurent Paris, garnering great criticism and industry backlash on the grounds that Slimane was disregarding an iconic brand and logo. However in 1966, Yves Saint Laurent himself launched a ready to wear line as a reaction to the growing fashionable youth that did not subscribe to couture culture, naming the line Saint Laurent Rive Gauche. In moving forward with YSL, Slimane was in fact looking back at the brand’s history.