Why is ysl now saint laurent

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Last updated: April 8, 2026

Quick Answer: Yves Saint Laurent was renamed Saint Laurent in 2012 under the creative direction of Hedi Slimane, who sought to modernize the brand by emphasizing its ready-to-wear collections and distancing it from the founder's legacy. This rebranding was part of a strategic shift by parent company Kering to target younger, fashion-forward consumers, with the YSL logo retained for beauty products and accessories. The change was officially implemented for the Spring/Summer 2013 collection, reflecting a broader trend in luxury fashion where heritage brands update their identities to stay relevant.

Key Facts

Yves Saint Laurent was founded in 1961 by Yves Saint Laurent and Pierre Bergé
The brand was renamed Saint Laurent in 2012 under creative director Hedi Slimane
Parent company Kering (formerly PPR) acquired YSL in 1999 for approximately $1 billion
The rebranding focused on ready-to-wear lines, with YSL retained for beauty products
Spring/Summer 2013 collection was the first under the Saint Laurent name

Overview

Yves Saint Laurent, founded in 1961 by designer Yves Saint Laurent and his partner Pierre Bergé, revolutionized fashion with innovations like the women's tuxedo suit (Le Smoking) in 1966 and the safari jacket in 1968. The brand became synonymous with haute couture and ready-to-wear luxury, expanding globally with boutiques in major cities. After Yves Saint Laurent's retirement in 2002 and his death in 2008, the brand underwent several creative director changes, including Tom Ford (1999-2004) and Stefano Pilati (2004-2012). In 1999, French conglomerate PPR (later renamed Kering) acquired the Yves Saint Laurent fashion house for approximately $1 billion, integrating it into its luxury portfolio alongside brands like Gucci and Balenciaga. This acquisition marked the beginning of significant corporate restructuring aimed at revitalizing the brand's commercial appeal while preserving its artistic heritage.

How It Works

The rebranding from Yves Saint Laurent to Saint Laurent was executed through a comprehensive strategy led by creative director Hedi Slimane, appointed in 2012. Slimane, known for his minimalist aesthetic and rock-and-roll influences at Dior Homme, shifted the brand's focus from couture to contemporary ready-to-wear, targeting a younger demographic. The process involved redesigning logos, store interiors, and marketing materials to reflect a edgier, more modern identity, with the iconic YSL monogram replaced by a simpler "Saint Laurent" typography. This change was applied consistently across product lines, except for beauty and fragrance divisions, which retained the YSL abbreviation to maintain brand recognition in those markets. The rebranding was rolled out gradually, starting with the Spring/Summer 2013 collection and supported by high-profile advertising campaigns featuring celebrities like Kim Kardashian and musicians to reinforce the new image.

Why It Matters

The renaming to Saint Laurent reflects broader trends in the luxury fashion industry, where heritage brands adapt to evolving consumer preferences and digital landscapes. By modernizing its identity, the brand aimed to increase relevance among Millennial and Gen Z shoppers, who value authenticity and contemporary design over traditional couture. Commercially, this strategy has proven successful, with Saint Laurent's revenue growing significantly under Kering, reaching approximately €2.5 billion in annual sales by 2023. The rebranding also highlights the tension between preserving fashion history and innovating for the future, serving as a case study in brand management. It demonstrates how luxury houses balance legacy with market demands, influencing similar moves by other brands like Céline (rebranded as Celine in 2018) to stay competitive in a fast-paced global market.