May 23, 2016

POSTED BY

Jose Fresan

CATEGORY

Yves Saint Laurent vs Saint Laurent Paris

new york sports branding graphic design agency

Last March, photographer, artist, and designer, Hedi Slimane, left his position as Creative Director at Saint Laurent Paris. Since taking the job in 2012, Slimane’s approach to fashion and branding has created controversy around the world of design. Some say he created his own modern and youthful vision within the …

new york sports branding graphic design agency

new york sports branding graphic design agency

Last March, photographer, artist, and designer, Hedi Slimane, left his position as Creative Director at Saint Laurent Paris. Since taking the job in 2012, Slimane’s approach to fashion and branding has created controversy around the world of design. Some say he created his own modern and youthful vision within the original values of Yves and others say he completely destroyed the history of the brand. It’s up to you to decide.

His first and most controversial move at Yves Saint Laurent was the complete rebrand of the ready-to-wear line. He renamed it from Yves Saint Laurent to Saint Laurent Paris, removing the Yves and the iconic YSL logo created by Cassandre. Some considered this a very disrespectful move against the legacy of Yves. Nonetheless the inspiration for this rebrand came from Yves’ first ready-to-wear line called Saint Laurent Rive Gauche. For Slimane it was a chance to bring back the true values of the Rive Gauche and also… Helvetica.

The new Saint Laurent Paris was not only a change of visual identity. It brought a complete change to the brand. Slimane created a younger, rock and roll grunge aesthetic for it. This aesthetic has now been imitated by almost every brand targeted to a young audience. The use of celebrities, rock bands and young people appear to be recycled marketing tricks. However, since before his arrival at Saint Laurent, Slimane created a “scene” in which rock music recovered the glamour from the 60’s and 70’s. Did it help him sell his products? It sure did. Since he arrived in early 2012, the brand’s sales nearly tripled and operating profit quadrupled.

This year Slimane left Saint Laurent only after changing the brand forever. Time will tell if he succeeded in making its legacy bigger or not. Meanwhile, it’ll be very interesting to see what’s next in this provocateur’s career.

new york sports branding graphic design agency

new york sports branding graphic design agency

new york sports branding graphic design agency

new york sports branding graphic design agency

new york sports branding graphic design agency

new york sports branding graphic design agency

new york sports branding graphic design agency

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