Okey, so this is no news really, but since the logo switch is going to happen soon I just had to post it. After 45 years, Yves Saint Laurent, changes its name to simply Saint Laurent Paris. The new Artistic Director, Hedi Slimane has decided to change the name. This is actually quite common within the fashion industry, to shorten the name of the brand. For example Dior was before Christian Dior, Balenciaga was Cristobal Balenciaga and Versace had the name Gianni Versace. Hedi Slimane has actually done this once before. When he arrived at the post as Creation Director at Christian Dior Monsieur he just turned it into (the name we are familiar with today) – Dior Homme (by Hedi Slimane). It’s actually quite geniuos. The brand gets alot of PR and create a massive buzz around them. Even though fans all over the world are furious and cries their hearts out because of the logo switch (yes, no more YSL-logos). To be honest, I really like the new name and the new logo that comes with it. It is sophisticated, elegant and has this cool vibe. And I love that the brand connect their origin ‘Paris’ to the name. One thing I am not so excited about though is that the entire creation studio moves to Los Angeles instead of remain in Paris. Not a good move there, Slimane – french clothing made in California, US…?