Day-um, former Dior darling Hedi Slimane certainly hasn't wasted any time in taking his proverbial pick axe to the foundations of our beloved French fashion house YSL. Pilati's barely got his Italian loafers out the back door and the irrepressible 'edi's already taken the executive (and not to mention CRAY) decision to ditch the Yves in favour for a spanking new sobriquet Saint Laurent Paris. 

Keen to "thrust Saint Laurent into a new era", the house will be rebranded without the famous YSL moniker, and with the founder's forname sweeped under the rug and dropped from further proceedings. With Yves turning in his grave, Slimane took to further piss on the bonfire by uprooting SLP (it'll never catch on) to the fitting venue of...his native LA.

YSL in LA? Say it aint so!

Following in the footsteps of Pheobe Philo, who helms Celine from LA, Hedi will push the brand into 2013 from his creative studio State-side rather than the brand's synonymous Parisian headquarters on Avenue George V. 

As yet, Yves Saint Laurent have not released an official statement regarding the change, while Pierre Berge, Saint Lauren't lover and business partner of 50 years, is keeping shtum.

With fashion's most famous acronym spurned to the ashes and Slimane at the wheel working full-throttle on a 'new concept' for the brand which will be debuted shortly before his first womenswear collection at Paris Fashion Week this September, we're already mourning the potential loss of a Parisian powerhouse.

R.I.P YSL x

Posted on July 17, 2012 at 5:35:03 by Liz Connor