YSL, We Miss You!

Aug 10, 2012

I still can't believe that the stylish and beloved YSL of Yves Saint Laurent has been replaced with a clean 'Saint Laurent', sans Yves! Developed in 1961 by the French graphic designer Alphonse Mouron Cassandre, the iconic YSL has always been synonym of French elegance and refinement. It is more than a logo; it symbolizes a man, a name and a myth.

It is surprising that Hedi Slimane, the new creative director, has decided to undergo such a dramatic and straightforward rebranding. Wasn't Yves Saint Laurent himself who coined the expression 'Fashions come and go, but style is eternal'? If it wasn't broken, if it was the perfect effigy, why was it so crucial to fix it? Maybe the answer lies in part with Slimane's decision to move the YSL headquarters to the modern city of Los Angeles, far away from the chic parisian lifestyle.

The minor consolation with this recent disappointment is the fact that the name change will only be applied to the ready-to-wear collections, not the haute couture ones.

Here are some eternal fashion moments to help soften the blow:

Sketch of black velvet sheath dress, 'Paris Rose' satin bow
Yves Saint Laurent, black velvet sheath dress, 'Paris Rose' satin bow,
Paris haute couture collection Fall-Winter 1983


YSL Palette featuring the pink bow dress



The 'Paris Rose' pink bow dress being unpacked at the Denver Art Museum

Portrait by Jean-Marie Perier, 1995

Images from 1/2/3/4/5/6
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Catherine xo