Hedi Slimane is to take Yves Saint Laurent back to its "original branding".
The fashion house's new creative director - who announced yesterday (21.06.12) the brand will be renamed Saint Laurent Paris - plans to use the same fonts and similar nomenclature used in the 1960s as part of a bid to push forward while remaining true to the iconic company's heritage.
A spokesperson added of the return to original branding: "This is to restore the house to its truth, purity and essence - and taking it into a new era while respecting the original principles and ideals."
The Yves Saint Laurent name will continue to be used for "institutional" purposes, and the YSL logo will remain the same as its original 1961 version.
The changes have the backing of Yves Saint Laurent's former partner Pierre Bergé, who is pleased that previous creative director Stefano Pilati has been replaced.
He said: "I'm very happy. Anything that makes the house more Saint Laurent is welcome.
"I am happy that Stefano Pilati is gone, just as I was happy when Tom Ford left."
Pierre also backed the move to base YSL's creative studios in Los Angeles.
He told WWD: "The creative studio is in a designer's head, it resides within the person.
"Hedi lives in Los Angeles. He should be left to do fashion in a city he likes."
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