1. Saint Laurent Paris Boutique, 1977
2.Hedi Slimane Comissioned Saint Laurent Paris Branding
3. Saint Laurent Soho Boutique
4. Original YSL Logo by Adolphe Mouron Cassandre, 1961
Much like everyone else on the interwebs, I’ve been trying to figure out Hedi Slimane’s decision to rebrand YSL as “Saint Laurent Paris” and if the move deserves the vitriol that has been thrown around over the last few days. My two cents? This isn’t as much of a “rebrand” or “departure” but more of a “retrobrand.”
The iconic “YSL” logo was designed by Adolphe Mouron Cassandre and was the primary branding for the couturier for many years but that changed in 1966. At that point, the house debuted a ready-to-wear line (and was the first French house to do so) by the name of ”Saint Laurent Rive Gauche.” The logo featured orange and pink squares and was created by Yves in collaboration with perfume designer Pierre Dinand.
While the new logo is a bigger jump than pulling the “Rive Gauche” logo from the archives, you can definitely see its influence in the blocky, sans serif font and Slimane’s decision to only apply the rebrand to RTW.