Hedi Slimane discusses YSL rebranding

Hedi Slimane has spoken out about the mixed reaction his Yves Saint Laurent rebranding received, describing the controversy as "interesting."

Back in June Slimane made the headlines when it was announced he would rename Yves Saint Laurent's ready-to-wear line as Saint Laurent Paris, and first images of the rebranding recently appeared on the label's official Facebook page.

Reactions to the box -- which had 'Saint Laurent' written on it with Paris appearing in smaller type beneath -- were mixed, with some commentators lamenting the loss of the word Yves and others anticipating something more elaborate.

Slimane's new name and branding is a nod to the label's founder and namesake's move into ready-to-wear in 1966 with the collection Saint Laurent Rive Gauche.

"It is interesting to see how much reaction this retro branding has created," Slimane has been quoted as saying in Vanity Fair.

"Clearly, this period of the history of the house was not well-known, which I trust was a surprise for Pierre Bergé" [Saint Laurent's long-term partner].

"I went back to 1966 -- just before the events of 1968 [when 11 million workers revolted against the conservative politics of then-President Charles de Gaulle -- the biggest general strike in history], but the awakening of youth was in the air, and Yves Saint Laurent wanted to dissociate himself from the clientele of haute couture and embrace this new generation."

Slimane will make his first big statement to the international press this September during Paris Fashion Week when he showcases his debut Spring 2013 womenswear designs for the iconic French fashion house.


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