Saint Laurent label drops Yves name in bid to modernize

Wellington, June 22 (ANI): Iconic fashion house Yves Saint Laurent is all set to be rebranded as Saint Laurent.

The change comes under the new creative control of head designer Hedi Slimane.

"All creations from the Couture House, starting with the Spring-Summer 2013 collections by Hedi Slimane, will carry the name Saint Laurent," Stuff.co.nz quoted the statement released to the media.

However, all beauty and cosmetic products, including the cult concealer Touche Eclat will continue to carry the Yves Saint Laurent label.

Accessories will also continue to bear the famous YSL cross.

The name change is apart of Slimane's plan to modernise the label with a more youthful aesthetic.

He replaced Stefano Pilati as the creative director in March and is now responsible for the creative image of the brand and all its collections.

The original founder of the house - legendary fashion designer Yves Saint Laurent - passed away in 2008.

He established the YSL label in 1960 after he served in the French Army and fought in the Algerian War .

He was the first couture designer to produce a ready-to-wear collection and in 1966 he revolutionised contemporary fashion with the introduction of androgynous tailoring with his Le Smoking tuxedo suits and jackets made especially for women.

Changing the brand's name is the second big shockwave Slimane has sent through the fashion world since taking the reins.

The ex-Dior Homme and Yves Saint Laurent menswear designer, best known for his slim line tailoring and spurring on the skinny jean/blazer trend for both men and women, has refused to showcase his first collection for the fashion label, to the media.

Only buyers from a select group of high-end boutiques will have the honour of seeing the Cruise collection in the coming weeks.

The general public will have to wait until September when he sends the spring-summer looks down the runway at Paris Fashion Week. (ANI)