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“FROM A BRANDING PERSPECTIVE, I don’t believe there is a downside to Slimane’s decision. The new name signals that change is ahead at Yves Saint Laurent and it provides a platform for the brand to communicate their new vision to followers. It also enables them to reinforce core values at the essence of the brand — citing youth, freedom and modernity from the 1966 Saint Laurent Rive Gauche line as inspiration for the change. Yves Saint Laurent has done well to communicate their rationale for the change and the historical precedent it draws from. When a company makes a bold or highly visible move like this, they are given a unique opportunity to tell their story on a broad stage. Since the announcement, the legacy of the YSL brand has been at the forefront of media attention. This is an opportunity for them to strengthen their heritage while building anticipation for Slimane’s debut collection for the Spring 2013 season.” - Mary Ellen Muckerman, head of strategy at Wolff Olins

Saint Laurent Paris: The Reign of Slimane  
Saint Laurent Paris: The Reign of Slimane  

"Saint Laurent Paris: The Reign of Slimane." How the Company's New Head Designer Has Transformed the Brand. Date Completed: March 2014. Brie...

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