It caused quite a stir when newly-appointed creative director Hedi Slimane announced that YSL would be undergoing a name change - from Yves Saint Laurent to Saint Laurent Paris - and now we can finally see how his reimagination measures up.
The first images have surfaced of the fashion house's rebranding, courtesy of LOVE editor Katie Grand, who took to her Twitter page to share the photo. The Instagram picture shows the new 'Saint Laurent' typography, which currently adorns the construction boards surrounding the brand's soon-to-open Mercer Street, New York store. Unfortunately, according the New York Magazine , the new branding has since been covered up by posters, thanks to T-shirt brand Rocksmith (who clearly know a good advertising opportunity when they see one).
READ: Yves Saint Laurent set for name change
Another picture featuring a black product box with the new branding on it has also appeared in the latest issue of Vogue Paris , showing 'Saint Laurent' with Paris written in smaller type beneath, surrounded by a thick black frame.
When the name change was announced in June the brand confirmed that they will continue to use the iconic overlapping YSL logo, which was designed by Cassandre in 1963, and that the rebranding will only apply to ready-to-wear, with the house's official moniker remaining as Yves Saint Laurent.
Slimane showed his first collection for the house, Resort 2013, to select buyers earlier this month, but the world will get to see his spring/summer 2013 collection during Paris Fashion Week this September.
The image that appears in the August issue of Vogue Paris. Photo: Vogue Paris
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