YVES SAINT LAURENT will be renamed Saint Laurent Paris in a new initiative by head designer Hedi Slimane.
YVES SAINT LAURENT will be renamed Saint Laurent Paris.
Hedi Slimane - who has succeeded Stefano Pilati at the creative helm of the French fashion house - plans to change the name and will introduce the new branding over the next few months before his first collection goes on sale, according to WWD.
However, it is believed the famous YSL logo will remain on products.
Meanwhile Slimane will preview his first collection to buyers only at the Grand Palais in Paris between June 28 to July 4.
He will show his spring menswear and women's cruise collections but the public will have to wait until September for the launch of his womenswear spring/summer 2013 range at a catwalk show during Paris Fashion Week.
Paul Deneve, chief executive officers of Yves Saint Laurent, recently said Hedi's appointment is the start of a ''promising new chapter'' in the history of the company, but Pierre Berge, a former partner of YSL, has warned the designer has his work cut out at The Fashion house.
He explained: ''It's a great problem, very complicated, to recreate the work of a genius. Like trying to rewrite Faulkner. To put your stamp on the name of Yves Saint Laurent requires someone who has talent, conviction, rigor, a demanding nature and a great sense of colour.''