When Yves Saint Laurent creative director Hedi Slimane announced in June that he would reinvent the brand’s identity by dropping the “Yves” from its name, the fashion world was divided in its reaction to the news.
Now, the first images of the redesign are starting to pop up, reports the Telegraph. One comes via Instagram from LOVE magazine editor Katie Grand. The photo shows the new typography of the fashion house’s revamped name in ivory, tilted diagonally with “Opening Soon” and “YSL.com” underneath. It is set against an eggplant-hued background. Comments about the photo on Grand’s Instagram feed ranged from “BORING!!” to “Can I press DISLIKE?” to “I think it’s so chic!”
The other sneak peek surfaced in a photo that was Tweeted by Slimane on July 20 and also featured in the August issue of Vogue Paris. The image reveals what appears to be a packaging redesign — a black box with the words “Saint Laurent” and “Paris” in white type, set neatly at its center.
Yves Saint Laurent has yet to officially unveil its logo. The rebranding will only affect the ready-to-wear line – all other products from the fashion house will still carry the iconic YSL logo designed by Cassandre in 1963.
Slimane presented his first collection for Yves Saint Laurent to a select group of buyers earlier this month at a secret presentation. Sadly, press was banned from the event.
The entire Saint Laurent rebranding efforts are set to be released in several months, when the fashion house’s spring collection rolls out in stores. So far, commenters are just as torn over the Slimane’s realization of the logo facelift as they are over the name switch. We understand that change is hard – perhaps this just will just take some getting used to.
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