Hedi Slimane's first big move as creative director of Yves Saint Laurent will be to change the brand's name to Saint Laurent Paris.
The fashion house confirmed the name change after rumours of re-branding the 50-year-old label emerged this week. However, it's expected that the YSL logo, which has long been one of the most iconic symbols of French luxury, will remain.
"I am very pleased to announce an exciting step in the history of our brand and our business," Saint Laurent CEO Paul Deneve said in a statement, reported Fashionology.
"As part of our strategy to become one of the world's true leaders in fashion and luxury, we are transforming the name of our brand from 'Yves Saint Laurent' to 'Saint Laurent Paris.'
"The brand identity and visual language will be introduced over the next several months and will be fully in place for the Spring/Summer 2013 collection.
"This change celebrates our legacy and heritage, while boldly marking our ambition for the future.
"It will allow us to return to the fundamentals of YSL and revive the spirit and the intentions that reigned over the creation of 'Saint Laurent Rive Gauche' in 1966: principles of youth, freedom, and modernity."
Slimane took over the creative director's chair from Stefano Pilati in March this year, and was given "total creative responsibility for the brand image and all its collections," according to a statement released at the time.
Sources told WWD Slimane hopes to bring Saint Laurent into a new era, and although this new move may raise eyebrows, it is in keeping with many other top houses that go by a singular surname such as Prada, Versace and Chanel.
So far he has shied away from the press, with his women's cruise and Spring 2013 menswear collections only going on show to buyers.
Slimane should be making his first big statement to the international press this September during Paris Fashion Week when he showcases his Spring 2013 womenswear designs.
- HERALD ONLINE, AFP