Yves Saint Laurent Name Change Confirmed - Saint Laurent Paris

Say au revoir to Yves - the iconic French label is officially changing its name to Saint Laurent Paris. The change comes following a switch of creative directors - the label welcomed Hedi Slimane as new head designer in March this year, saying farewell to previous designer Stefano Pilati. 

It has emerged that the label is undergoing a major overhaul, starting with the name change.  Vogue UK report that Hedi will still continue to stay true to fashion house's design aesthetic while giving it a modern update:
"The designer is reportedly set to give the brand a modern revamp, while still capturing the components that inspired its founder’s Saint Laurent Rive Gauche ready-to-wear line in 1994 - youth, freedom and modernity."

The name change will be implemented in the following months in time for Hedi's first collection. This morning the name change was officially confirmed by the fashion house. Does this seem like a branding disaster (throw out your YSL logo tees, fragrances and makeup, they're now dated!) or is it a smart move to give it a new fresh image? Share your thoughts below!

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