I GUESS YVES WOULD APPROVE.
"So when it was announced in June 2012 that newly appointed creative director Hedi Slimane was to alter not only the graphic language, but also the actual nomenclature of the house, the tremors of disapproval were felt all the way from Madison Avenue to Avenue Montaigne. When the new logo made its first appearance a month later, the shrieks of disapprobation went up a notch. To drop 'Yves' was disrespectful enough, but to replace painter Cassandre's mythical 1961 YSL logotype altogether was utter lunacy, surely?
But we beg to differ. Why? Primarily because most of these knee-jerk, social media-fuelled reactions were misinformed and ignorant. So we'd like to set the record straight.
By calling the new line Saint Laurent, Slimane has, in fact, shown intelligence and great respect to Mr Yves Saint Laurent. The new logo design gives a reverent nod to the very beginnings of his game-changing, ready-to-wear collection in 1966, adopting a similar appellation to the original 'Saint Laurent Rive Gauche', as well as utilising the Helvetica font styles chosen during that revolutionary era.
This smart trick of 'retro-branding' returns the ready-to-wear to the spirit of the origins of the line, but marks a new era." - WALLPAPER.com
Saint Laurent ss pre-collection 2014 of Sasha Pivovarova: Saint Laurent
Photo's of Saint Laurent packaging: Paul Zak