Tuesday, 26 June 2012

Confirmed: Yves Saint Laurent will be Renamed Saint Laurent Paris, Moving HQ to Los Angeles.

Executives at Yves Saint Laurent have confirmed that yesterday's rumors are true—newly minted creative director Hedi Slimane will rename the storied French fashion house Saint Laurent Paris. Additionally, Slimane will relocate the design studio headquarters from Paris to Los Angeles.

WWD reports that the ready-to-wear line, currently called Saint Laurent Rive Gauche, will be renamed Saint Laurent Paris; the "Yves Saint Laurent name will continue to be used for 'institutional' purposes, and the YSL logo... will remain intact in its original version."

As for the move to Los Angeles, "The creative studio is in a designer's head, it resides within the person," Pierre Berge, co-founder of the Yves Saint Laurent label. "Hedi lives in Los Angeles. He should be left to do fashion in a city he likes."

What do you think about a major French fashion house relocating its headquarters to Los Angeles? Do you think it will change the essential nature of the Yves Saint Laurent brand? Maybe the brand needs it?

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