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Hedi Slimane's Rebranding of Saint Laurent Receives Award from Wallpaper*

When it was announced that newly appointed creative director Hedi Slimane would rebrand the established house of what is now known as Saint Laurent, a quiet murmur of disapproval ran throughout the fashion world. Upon revealing the final product though, it turns out that Slimane’s vision for a new chapter in the brand’s history was not so eccentric, but rather a dashing interpretation of the past. As such, Slimane has received top honors from Wallpaper Magazine: a “Best Rebranding” award. The magazine highlights Slimane’s smart retro-branding techniques, which actually celebrates the brand’s initial designation: “Saint Laurent Rive Gauche.” Though the YSL branding will not be entirely abandoned, the award seems only the first step for Saint Laurent’s new, exciting direction. You can view the whole Wallpaper* piece here.

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