YSL reBranding ..?

“WWD assures us that the classic YSL logo 'will not disappear,'" reports Racked. In fact, Slimane's rebranding looks to the past as well as the future: He's hoping to tap into the sense of youth and modernity that Yves himself captured with his Saint Laurent Rive Gauche ready-to-wear line in 1966.”

Bold moves such as the "prêt-à-porter" line, pants suits, tuxedos and smoking jackets for women, and African American models on Parisian catwalks were part of YSL’s DNA. Now it's Slimane’s turn to provoke, sending shockwaves through the fashion world and the twitterverse, with some fashion insiders ready-to-swear and others taking the news in stride:

• michelle ten‏@msmichelleten Blasphemy!!! "We heard through the grapevine that Hedi SLimane wants YSL to be known simply as SL." http://bit.ly/PsWJD6 (via fashionista)
• Yasmin Bseiso‏ @_yaz A big NO-NO! MT @Fashionista_com: We heard through the grapevine that Hedi SLimane wants to change YSL to simply 'SL' http://bit.ly/NaiNPP
• Jim Shi‏ @jimshi809 Hedi Slimane will do retro branding, bringing back same 1966 fonts & original nomenclature when rtw was called Saint Laurent Rive. 

Saint Laurent CEO Paul Deneve confirmed the news in an internal memo: 

“I am very pleased to announce an exciting step in the history of our brand and our business. As part of our strategy to become one of the world’s true leaders in fashion and luxury, we are transforming the name of our brand from ‘Yves Saint Laurent’ to ‘Saint Laurent Paris.’ The new name of our brand has been shared with the media today. 

“The brand identity and visual language will be introduced over the next several months and will be fully in place for the Spring/Summer 2013 collection. This change celebrates our legacy and heritage, while boldly marking our ambition for the future. It will allow us to return to the fundamentals of YSL and revive the spirit and the intentions that reigned over the creation of ‘Saint Laurent Rive Gauche’ in 1966: principles of youth, freedom, and modernity.”

The global fashion house has 83 stores worldwide and has banked on the YSL initials for brand success for more than five decades. Now that investment supports a new designer, a changing of the guard, and the swift flexing of Slimane muscle with a new name.