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Yves Saint Laurent Saint Laurent Paris rebranding saga continues with a comment—finally—from name change offender himself, Hedi Slimane. But first, for the uninitiated, here's a recap: Slimane announced rebranding was going down, which actually meant that YSL ready-to-wear would revert to the "Saint Laurent Paris" name from the '60s, plus dip back into haute couture, and relocate its HQ to LA. A bunch of industry people had opinions about the changes, and so did everyone on the internet. So what's the big idea? Slimane explains himself after the jump.
By way of answering distraught brand fans, Hedi Slimane has gives us all a history lesson via Vanity Fair:
"It is interesting to see how much reaction this retro branding has created. Clearly, this period of the history of the house was not well known, which I trust was a surprise for Pierre Bergé [Saint Laurent's long-term partner]. I went back to 1966—just before the events of 1968—but the awakening of youth was in the air, and Yves Saint Laurent wanted to dissociate himself from the clientele of haute couture and embrace this new generation.
The "events" Simane refers to include the largest general strike in history, when 11 million French workers nearly overthrew President Charles de Gaulle's government. Somehow Tweeting protests to brand changes feels wrong now.
· Hedi Responds [Vogue UK]
· Everyone Has an Opinion on Hedi Slimane's Changes at YSL. Here's a Recap of Who's Pro and Who's Anti [Racked]
· All Hedi Slimane Coverage [Racked]