Saint Laurent Paris: Pierre Bergé praises plans to return label to its roots
PARIS, June 22 — Late couturier Yves Saint Laurent’s partner Pierre Bergé has offered his seal of approval for creative director Hedi Slimane’s plans to rebrand the iconic French label as Saint Laurent Paris — while more details of plans to bring the house back to its 1960s roots have been unveiled.
The label was founded in 1962 by Saint Laurent and Bergé, and the rebranding is part of Slimane’s makeover of the fashion house, following the announcement back in March that he would replace Stefano Pilati at the helm.
While the new name has raised eyebrows among some in the industry, Bergé has applauded the decision, as it comes alongside a series of moves to return the fashion house to its origins.
“I’m very happy. Anything that makes the house more Saint Laurent is welcome,” he was quoted as saying in WWD June 21.
The new name is a nod to Saint Laurent’s move into ready-to-wear in 1966 with the collection Saint Laurent Rive Gauche, and Slimane hopes to recapture the mood of this period by using similar fonts and nomenclature from the period.
A spokesperson from YSL told the publication that Slimane will return the house to its “original branding,” thus “restoring the house to its truth, purity and essence — and taking it into a new era” while “respecting the original principles and ideals.”
As previously reported, the Yves Saint Laurent name will continue to be used for “institutional” purposes, while the iconic YSL logo will remain in its original form.
Bergé also supports Slimane’s decision to base the label’s creative studios in the US rather than Paris.
“Hedi lives in Los Angeles. He should be left to do fashion in a city he likes,” he explained.
While Slimane’s women’s cruise and Spring 2013 menswear collections are only going on show to buyers, the creator will be making his first big statement to the international press this September during Paris Fashion Week when he showcases his Spring 2013 womenswear designs. — AFP/Relaxnews