It’s been reported that YSL creative director, Hedi Slimane plans to make a re-branding initiative to the fashion house that has people up and buzzing. According to WWD, the iconic French Yves Saint Laurent name will be changed to Saint Laurent Paris by the time that Slimane’s first collection for spring 2013 with the company hits the shelves.

It is said that Slimane’s plan to re-brand the company is an initiative to bring together bits of the past and present. His goal is to combine the inspiration behind the launch of the Saint Laurent Rive Gauche RTW line from 1966, with a new era of youth and contemporariness. When Saint Laurent himself originally launched the Rive Gauche RTW collection, his goal with the line was modernity, wild and bold colors and a contemporary backdrop at 21 Rue de Tournon. This is the feeling that Slimane is keen to recapture, bringing the bold, contemporary vibe back to the high fashion powerhouse.

Style and trends are ever changing to fit the needs of the time. So why is everyone in such an uproar about the re-branding of YSL to maintain a modern presence? According to WWD, it doesn’t appear that the steam is a reaction to the actual name alteration, but instead, to the fact that there still remains a strong affectionate connection to the YSL name and the recent death of the founder in 2008. 

Hedi Slimane created a presence for himself during his 7 years at Dior Homme and electrified the runways with his collections. With that said, we will just have to cross our fingers and trust that he knows what he’s doing this time around!

We don’t have the nitty gritty details yet, however, Slimane is said to make a public statement this fall while presenting his spring collection on the Parisian runways so stay tuned for more info!