YVES SAINT LAURENT'S FACELIFT

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Yves Saint Laurent Paris the iconic design house with the witty cult name 'YSL' will now be changing its trademark into 'SLP', Saint Laurent Paris. Hedi Slimane the newly appointed creative director of now SLP confirmed the news, the confirmation is also a part of the house's excuse on their recent decision for not participating in Paris Fashion Week. 'Saint Laurent Paris' would become effectively used as of Hedi's collection debut for spring summer 2013 in the near future, whilst the recent font and proportion of YSL logo will be kept, but some part of the name will not be returning (the utmost unpronounceable part of the name; Yves, some still question between Yives or Vess?) into simply Saint Laurent Paris.

Yves Saint Laurent Paris, rumah mode yang begitu ikonik dan ternama dengan singkatan 'YSL' akan mengganti namanya menjadi 'SLP', Saint Laurent Paris. Hedi Slimane sang direktur kreatif dari YSL mengkonfirmasikan hal ini dengan menjelaskan sekaligus alasan YSL untuk tidak turut serta dalam acara Paris Fashion Week. Pergantian nama akan secara efektif dilaksanakan pada peluncuran koleksi perdana Hedi untuk musim spring summer 2013, menggantikan dan menghilangkan kata Yves dari Yves Saint Laurent menjadi Saint Laurent Paris.

 "turning it into its original branding, in order to restore the house to its truth, purity and essence - and taking it into a new era whilst respecting the original principles and ideals"

- Hedi Slimane

The news alone awakens many outrage and questions from fashion enthusiasts all around the world upon  this  branding strategy enacted by Hedi Slimane and Gucci Group. For so long 'Yves Saint Laurent' had been used to name the design house's main ready to wear line, until at some point it is bound to establish some emotional bondage with its loyal clientele, and by changing the name it would only result in an abruptly disturbance towards this establishment. Even so, reasons on the name change is also justifiable, for the last couple of years YSL's branding and relevance is questioned by many. The world critics Stefanno Pilati for his lack of essence in YSL design's DNA and aesthetics, therefore a rejuvenation of Yves Saint Laurent probably is the key to winning millions of heart back to the iconic house.  From a history spectacle, since the very beginning itself Yves Saint Laurent had name his main ready to wear line as Saint Laurent Rive Gauche not 'Yves Saint Laurent' whilst his haute couture line he named Yves Saint Laurent (but now the house is closed down), so there is truth to the reason of bringing the name into its original state of 'Saint Laurent'. But the question is, will it be accepted by its market? Only time will tell. 

Berita ini sendiri membangkitkan begitu banyak respon negatif terhadap YSL dan Gucci Group. Telah begitu lama nama 'Yves Saint Laurent' dipergunakan untuk menamai lini utama siap pakai ini sehingga tidak dapat diragukan lagi jikalau memang terdapat ikatan emosional antara nama tersebut dengan para pecinta setianya. Walau pun begitu dari beberapa sudut pandang hal ini pun dapat di justifikasikan, YSL telah beberapa lama ini dikritik atas arahan Stefanno Pilati yang dianggap tidak menjiwai jiwa mendiang Yves Saint Laurent, oleh karena itu penjualan dan ketertarikan massa menurut untuk beberapa tahun terakhir, oleh karena itu terdapat kebenaran untuk merejunifikasikan nama dari rumah mode ini. Pertanyaannya sekarang, apakah langkah ini tepat? Dapatkan hal ini dikomunikasikan dan diterima dengan baik? Hanya waktu yang dapat menjawabnya.