YSL No More .

Hedi Slimane was appointed to replace Stefano Pilati to shake things up at Yves Saint Laurent, and he’s already ruffled a few feathers - by changing the name of the fifty year-old label.

In a controversial move that has divided opinion on twitter (where #YSL and Saint Laurent Paris have been trending all day), Creative Director Hedi Slimane has announced that Yves Saint Laurent will be changed to Saint Laurent Paris from September, according to WWD.
A rebranding exercise that will aim to evoke the youthful, contemporary spirit of the 1966 Rive Gauche ready-to-wear line, the new ‘Saint Laurent Paris’ label will be fully in place by the time the brand’s Spring/Summer 2013 womenswear collection hit stores, although the YSL logo is reported to remain a trademark of the house, remaining on shoes, accessories and cosmetics.