AVENUE Picks

YSL to be reborn as ‘Saint Laurent Paris’

Thursday, June 21, 2012

If you heard it; it’s true! Yves Saint Laurent is changing its iconic name to “Saint Laurent Paris”. YSL’s new creative director, Hedi Slimane, has decided to drop the “Yves” and add “Paris”, giving the brand’s name a whole new sound. Though the name is changing, the YSL logo will remain the same. You’ll still be able to immediately recognize the brand’s fabulous merchandise, but it’s the new name that might take some time getting used to.



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