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.
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.