Designer Hedislimane's Unique Personality

The new official takes up three fires. In March this year, he became the YvesSaintLaurent design director. HediSlimane Not long after he took office, he did something extraordinary: he wanted to change the brand name YvesSaintLaurent to SaintLaurentParis and move the studio from Paris to Losangeles.

　　 Entering the YvesSaintLaurent of history

For most brands, new Designer Taking office, adjusting the style of the product, or reshuffling the cooperative team are all strange actions. But changing the brand name, especially the iconic brand name like YvesSaintLaurent, is a crazy, bold and risky behavior.

At present, YvesSaintLaurent said that the name of the new brand will be officially announced in the next few months, but it is an indisputable fact that the brand name will be changed to SaintLaurentParis. The new name will be officially launched on the 2013 spring summer Paris Fashion Week held in late September and early October. This is also the debut of Slimane after entering YSL. (strictly speaking, Slimane's first season in YSL is the 2013 early spring series. However, the company has already claimed that it will not perform routine shows, only to a small number of fashion buyers. Therefore, the Paris Fashion Week show will naturally become the first show of Slimane in YSL.

According to YSL official spokesman, the brand name changes will conform to the original way, consistent with the trademark font and naming method used by the founder of YvesSaintLaurent in 1966 when he launched the first season SaintLaurentRiveGauche clothing series. Independent, confident and elegant YvesSaintLaurent brand names will become history and disappear on the stage of fashion. However, the brand logo, which is most concerned by the public, will not change. It is still a vertically overlapping YSL. It is also necessary to carry out innovation and Reform under the premise of maintaining the spirit of brand essence.

HediSlimane took over Stefano Pilati in March this year to become YvesSaintLaurent's creative director. Changing the brand name is part of his reform after taking office. It is reported that Slimane also plans to move YSL's studio from Paris to Losangeles.

　　 Go back to Entrepreneurship Starting point

When the news of rename was published, the whole fashion circle showed a sense of anxiety. Some people questioned that some people were watching and calling names. But Slimane, who has always been self serving, does not care about external evaluation. Besides, this initiative has also been strongly supported and appreciated by YvesSaintLaurent's partner and PierreBerge, a brand heritage culture guardian.

Berge said: "I am very happy about this change, and we are happy to see any move that makes this brand more SaintLaurent spirit." He said that renaming the brand back to the starting point of entrepreneurship. In fact, in 1966, when Mr. SaintLaurent started the brand in Paris, it was called "SaintLaurentRivaGauche (SaintLaurent left bank)". The move of Slimane may be intended to trace the original nature of the brand in the 60s of last century, and at the same time caused a sensation by changing the name, leading the brand into a brand new era. PierreBerge also supported the decision of Slimane to move the brand studio. He thought that "the Americans perfectly grasp the essence of modernlifestyle, while the French are still obsessed with their outdated ways". They also say, "a brand's real" studio "is hidden in the designer's mind, and it will be stationed in the designer. Hedi lives in Losangeles. He should stay where he likes and create. "

Mr. Mousika, who has long been known as "twin sister" by Mr. YvesSaintLaurent, has also echoed PierreBerge, expressing his support for HediSlimane. "All the decisions of Losangeles are great. Moving the studio to Losangeles is a wise choice - it's quiet and sunny, and away from everything." She also told reporters, "I don't live in the past. At that time, there was no other special memory except a fairy tale every day. I love today, just like the past. "

Although the heavyweights around Mr SaintLaurent have expressed their views on this issue, the general public has expressed their maladjustment. First, they question Slimane. brand Branding their own mark, and then arguing whether it changed the brand tradition, and even hoped that YSL could refer to the compromise of Givenchy byRiccardoTisci. At present, YSL has placed great hopes on the HediSlimane of genius, hoping that he can help the brand create brilliance. It is also a win-win measure for the genius to play a little willful privilege. I just don't know what Mr. YvesSaintLaurent will feel if he knows something under the water.