Saint Laurent Paris – Unveiled

Saint Laurent Paris – Unveiled

Today, fans and fashionistas can take a peek at the new Saint Laurent Paris logo (formerly iconic YSL).

The new logo design was unveiled last week at the brand’s SoHo store, which is under construction. Boarded up walls and windows revealed the brand’s new image. This box was released on Saint Laurent’s Facebook page today, and met a lot of backlash from its followers.

“This looks like it belongs on a funeral card. Dislike!”

“Everybody with Microsoft Word could have “designed” that logo”

“Hedi Slimane’s Pandora’s boxing”

While the majority haven’t been won over by the brand’s new minimalist approach to the logo, I’m not upset about it. While the “YSL” is iconic, yes, it’s just as tacky as the eponymous LV or CC. Those few letters encapsulate brands and I feel that shifting away from that puts more focus on fashion design and less on stamping logos into leather purses so that suburban mall-dwellers and rich bitches can tote them around.  Besides, Yves Saint Laurent’s brand started under a different name: Saint Laurent Rive Gauche, (go on, Wikipedia it).