Inside The Rebranding Of Yves Saint Laurent [Pics]

Inside The Rebranding Of Yves Saint Laurent [Pics]

The controversial reimagining of the luxury house's name and logo won the 'Best Rebranding of the Year' in Wallpaper* Magazine's Design Awards 2013.

Daniela Walker
  • 13 march 2013

YSL can only mean one thing: Yves Saint Laurent. The man, the brand, the French chicness of his clothes have been associated with the famous slanting logo that has represented the house since 1961. But in June 2012, when new creative director Hedi Slimane took over the helm of the luxury brand, he announced that Yves Saint Laurent was no more; from now on the house would be known as Saint Laurent Paris. It was a controversial move that received both praise and criticism, but now, Wallpaper* Magazine has deemed it the best rebranding in the past year.


Many saw the removal of ‘Yves’ from Yves Saint Laurent as a sign of disrespect towards the deceased designer, but others thought that renaming the house Saint Laurent Paris can be seen as a bow to him and the roots of his line. Saint Laurent, the designer, began as a haute couturier, but basically invented ready-to-wear with his revolutionary 1966 runway show in Paris under the name Saint Laurent Rive Gauche. The change in name refers to this time, as does the change of font to Helvetica, which harkens back to that formative era for the brand. Slimane told Wallpaper*:

It made sense today to transpose these principles and recover the original name and typeface. ‘The name Rive Gauche disappeared in the past then resurfaced several times. It seems intrinsic to the universe of Yves Saint Laurent, without it being useful to refer to it literally today. We thus went to the essential, a name that is written as it is spoken every day: Saint Laurent, unequivocally.


This form of retro-branding allowed Slimane to pay respect to the designer while also signalling his arrival and differentiating himself from his predecessors, Stefano Pilati and Tom Ford, the two other creative directors who have lead the house since Saint Laurent stepped down. While the famous monogram will remain in tact, if it in a slightly more modern form, it will have to coexist with the new Saint Laurent Paris packaging. This is Hedi Slimane’s YSL, and with generally negative reviews of his second collection, it remains to be seen if this rebranding will be entirely successful and whether it was necessary.

See the rebranded packaging, store concepts and old logo below:

Saint Laurent Paris


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Brand Development Yesterday

Swipe Left On A Dating World Built To Keep You Single And Disconnected

Hinge's VP of Marketing Karen Fein tells us about the service's daring ditch of the swiping culture that's designed to attract advertising revenue, not meaningful connections

Arts & Culture Yesterday

Marvel Comic Tells The Story Of A Heroic Syrian Mother

Madaya Mom is the true tale of a family trapped inside a town for over a year


Get PSFK's Related Report: Future of Automotive

See All
Retail Yesterday

Brooklyn Cafe Lets Customers Pay By The Hour, Not By The Cup

Glasshour is an establishment that provides free coffee and pastries and charges for the time guests spend there

Technology Yesterday

Electric Spoon Changes The Way Food Tastes

The Taste Buddy is being developed to manipulate your taste buds and make everything more delicious

Travel Yesterday

Bike Path In Poland Can Glow For 20 Years Using Solar Power

Cyclists can follow the shimmering blue lanes for better safety each time they ride

Technology Yesterday

Open-Source Toolkit Lets Communities Build Their Own Street Furniture

The Wikiblock database contains 30 blueprints of different neighborhood fixtures including benches, bus stops, and kiosks

Food Yesterday

Tiny Pub Only Has Space For Three People

Make Time For It is a small London pop-up bar that encourages conversation without the distraction of technology


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Community Builder: How to Hack Slack

Claire Wasserman, Founder of Ladies Get Paid, describes how she's using an internal team communication tool to build a network of thousands

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Advertising Yesterday

This Beer Was Brewed Just For Scotch Drinkers

Highland Park Scotch Whisky & Sixpoint Brewery have teamed up to create two limited-edition pairings for New York City boilermakers

Mobile Yesterday

Let An AI Librarian Help Sort Your Digital Bookmarks

A new app uses machine learning to help organize your virtual life

Mobile Yesterday

Pizza Hut Tattoo Lets You Place An Order From Your Body

The latest gimmick from the fast-food chain is a tattoo-like sticker that lets customers get delivery with a simple tap on their arm

Travel Yesterday

Reinvented Bicycle Inspired By Supercar Design

The yellow bike based on a Lamborghini has sharp edges and an aluminum alloy frame

Health Yesterday

Health Platform Gives Perspective On Your Weekly Habits

Gyroscope is a new wellness app that works by amalgamating data about your life into beautifully designed visuals

Beauty Yesterday

Korean Beauty Brand Uses VR To Let Customers Pick Their Ingredients

Innisfree created a unique experience for its Shanghai Disneyland customers with a virtual reality trip to select what goes into their purchase

Arts & Culture Yesterday

3D-Printed Creations Resemble Floating Paper Outlines

Japanese design firm Nendo's exhibition features works that look like sheets of material being folded, torn, and crumpled

Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

No search results found.