When I first saw the news I was a tad put off . I am still getting over the redesign of Jack in the Box and Miracle Whip logos. But in this case I suppose it’s more like a “Back to the Future” redesign than a flat out goodbye to a label. WWD reported below the news that Hedi Slimane will change the YSL logo back to its 1966 glory.
“Eager to recapture the energy surrounding the mythic designer’s thrust into ready-to-wear in 1966, the house’s new creative steward Hedi Slimane plans to use the same fonts, and similar nomenclature, from that era.
Confirming a report in WWD today that Slimane would alter the house’s graphic look, a YSL spokeswoman also provided additional details: She said Slimane would return the house to its “original branding” and thereby “restoring the house to its truth, purity and essence — and taking it into a new era” while “respecting the original principles and ideals.”
The rtw line, originally called Saint Laurent Rive Gauche when the first boutique opened at 21 Rue de Tournon in 1966, will now be called Saint Laurent Paris.
The spokeswoman noted that the Yves Saint Laurent name would continue to be used for “institutional” purposes, and that the YSL logo — a French cultural icon and a feature on an array of products, from shoes to lipsticks — would remain in its original version.
The logo, by graphic designer Cassandre, was created in 1961, the same year the founding designer and Pierre Bergé founded the couture house.
The retro branding is expected to be introduced in the coming months, and should be in place by the time Slimane’s first designs for Saint Laurent, for the spring/summer 2013 season, hit the sales floor.”
YSL announced last March that Slimane would succeed Stefano Pilati at the creative helm, and with “total creative responsibility for the brand image and all its collections.”
YSL is unquestionably one of the most successful and sought after designers of his (or any generation) After being a star pupil in design school he was hired on with Christian Dior at a very young age and was chosen by Dior to succeed him in running the company.
It was under his own name and design house however that Yves Saint Laurent would create some of the most icon and groundbreaking pieces in fashion history including beatnik, the safari jacket, tuxedos for women and the ever popular thigh high boots.
YSL was the genius behind many iconic looks for Catherine Deneuve and by the 70’s was also a fixture at places like Studio 54 and Regine’s. Through the 80’s his career was full of sweeping ups and downs like being the first living fashion designer to be honored by the Metropolitan Museum of Art, and of course showing the most expensive jewel encrusted pieces right after the stock market crashed…
But either way Yves Saint Laurent will always be remembered as one of the premiere designers of all time and I for one am all for anything Hedi Slimane does to pay homage.