YSL Changing Its Name To “Saint Laurent Paris”

WWD reports that the rumors of YSL's name change are indeed true. Newly appointed creative director, Hedi Slimane, plans to drop the "Yves" and add on "Paris," giving the age-old design house a strange, nearly luxury-sounding name — the kind you'd find in the back of a basement department store in Hong Kong. Even more confusing: the brand will keep its YSL logo (so, thankfully, that lopped-off image you see accompanying this post won't actually exist). Expect to see the — sob! — new name with the spring '13 collections (that's the stuff that'll be shown this September). Too soon, SL! Too soon! (WWD)

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