Hello! Remember it is Yves Saint Laurent no more, and the iconic YSL logo will no longer be blazing at you? It’s Saint Laurent Paris now… Want to see the new logo/branding?
Ta-da! We first got a peek at the new branding on 15th July, when LOVE magazine’s editor-in-chief Katie Grand chanced upon the construction board’s surrounding the brand’s soon-to-open Mercer Street, New York store ‒ and her kind soul right away thought of Instagram-ing it for us all :-D
Then another picture appeared in the August issue of Vogue Paris featuring a black product box with the new branding on it…
SO, what do you think? Very elegant? Or, just the same as every other upstart label that demands to be counted amongst the more sophisticated, classy, upscale ones? YSL was, of course, all these things, to begin with, mind ‒ pointless fiddling by Hedi Slimane, methinks.