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.
- All Sections
HYPEBEAST 100: The innovators from all realms of creativity in the spotlight.
With in-depth interviews, focused features and fashion-forward editorials, our print publication features long-form coverage of the topics valued by readers.
Explore and be inspired by the latest women's fashion news and trends.