Actually, 'Saint Laurent' Was What YSL Was Originally Called

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saint-laurent

Those who were freaked out about the fact that YSL was dropping the 'Yves' from its name, to be known as Saint Laurent Paris from now on (us included) should breathe a little easier now. When designer Yves Saint Laurent first opened his ready-to-wear boutique, he named it 'Saint Laurent Rive Gauche.' The 'Yves' of YSL was only used to refer to the couture line. Championing Hedi Slimane's decision to return to the original naming of YSL Saint Laurent Paris (we wish it rolled off the tongue just a little better) is Yves' long-time business partner and former lover, Pierre Bergé. As someone who witnessed the beginning of Saint Laurent Paris from a twinkle in Yves' eye to its current incarnation, Bergé definitely has the authority to judge if these changes made in recent years are true to the brand or not. A YSL spokewoman said to WWD that Hedi is planning on "restoring the house to its truth, purity, and essence […] taking it into a new era [while] respecting the original principles and ideals." In addition to reclaiming the original name, this shift involves using the fonts and vocabulary from YSL in the '60s. We think that if Bergé approves, Yves would, too. (WWD)