Hedi Slimane to change YSL name?

Hedi Slimane is said to be discussing dropping the ‘Yves’ out of the YSL brand name to give the brand a “modern feel”.

Hedi Slimane is rumored to be in discussions to change the name of fashion house Yves Saint Laurent.

The new creative director of the iconic label is said to have suggested dropping the ‘Yves’ from the YSL brand to give its image a makeover.

According to a source, the drastic change would also result in a new look for the fashion house’s iconic logo, the intertwined letters Y, S and L.

“A reliable source tells us there may be talks within the company of having the ‘Yves’ taken out of Yves Saint Laurent. We hear the issue was brought up by Slimane in the interest of giving the brand more of a fresh, modern feel as he begins his tenure there. Thus, our source said, the iconic YSL logo shall be no more,” Fashionista.com reports.

The rumored discussion of a name change has brought up a number of questions amongst fashion experts and industry insiders.

With its multiple fashion and beauty products, some have voiced concerns about the company causing confusion to its customers. Others have wondered what YSL co-founder Pierre Bergé makes of the suggestion, as he has worked hard to keep the late Yves Saint Laurent’s memory alive.

Hedi was announced as Stefano Pilati’s successor at YSL in March 2012. He previously held the position of creative director at Dior Homme for seven years.