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Newly-appointed Yves Saint Laurent creative director Hedi Slimane has decided a name change is in order for the storied brand in order to make a splash in the always-competitive high-fashion landscape. The house will be re-branded as “Saint Laurent,” for its original RTW line (previously known as Saint Laurent Rive Gauche) although the recognizable YSL logo will maintain a presence within the brand. According to WWD, Slimane is “recapturing the impulses that inspired the founder to launch the Saint Laurent Rive Gauche ready-to-wear line in 1966 – among them youth, freedom and modernity.”
Source: The Telegraph