Why ysl change name

He pioneered trouser suits for women, and was the first designer to use black models on the catwalks of Paris. Slimane is scandalising the Paris fashion world with his audacity — and in doing so, staying true to the codes of the house.

Indeed, it is thought that Slimane's insistence on "total creative responsibility for the brand image" was a key sticking point which led to the delays in his appointment.

PPR must have know that to give complete creative control to a renowned perfectionist would be an expensive move, and have calculated that the investment in Slimane will pay off. This article is more than 9 years old. What about all the stores and beauty products and that iconic logo?

Won't changing everything be incredibly expensive and confusing? Would the value of vintage or pre-Slimane YSL then go up? Then again, perhaps the company had already been considering it. Update: This is really happening!! And that's not all. Slimane's inspiration for the house's branding makeover reportedly comes from , when the company first introduced its ready-to-wear line under the name Saint Laurent Rive Gauche.

He plans to use similar fonts and wording from that time. And the full Yves Saint Laurent name will continue to be used for "institutional purposes". However, with the fashion house now part of the PPR conglomerate, its company name is far less prominent than the catwalk label.

A photographer and designer, Slimane created menswear for YSL until , before leaving for the same job at Dior. He exited Dior in to concentrate on photography, before returning to YSL to take over from Stefano Pilati, who succeeded Tom Ford as the brand's chief designer in It all started before my first show, out of endless speculations.

The tone was set no matter what I would design the first season. On being perceived as being controlling: "It is never about control, but about consistency, and there is simply no way around it within a global institutional house…Creative, strategy and management are now interconnected, and there is a lot at stake, including the image of an institution, thousand of employees and the responsibility toward shareholders.

On creating a new aesthetic for the house: "My new approach was about realism, and what was around me, but miles away from the prevailing conceptual and immaculate approach of woman's fashion in On living and working out of L.

I trust I cannot live anywhere else at this point…The city of Los Angeles was for me a perfect observatory of popular culture and inspiring sub-cultures… The influence of California is now at so many levels besides the entertainment industry.

On his photography hobby: "I was by nature a lonely kid and it stuck with me until now…This is presumably how photography attracted me. There was always the camera and the lens in between, I did not have to engage or to expose myself, I felt protected, and this is pretty much how I communicated since I did not speak much. The photograph was a language of its own, and I could express feelings and emotions through it. On religion: "My mother raised me as a Christian, and even if I never talk about it, my faith, which was never imposed upon me, is really important in my life.

It is present in the way I do things, or care about things. It gives me a sense of comfort, and strength.