Saint Laurent Paris Goes China
by Luxury.Net
Since returning to Yves Saint Laurent as creative director in March, Hedi Slimane has signaled his intention to catapult the 51-year-old brand into the highest sphere of the fashion business, alongside the likes of Chanel and Christian Dior.
Now, the brand’s ongoing revamp is set to take a great leap forward with the opening of its first Saint Laurent Paris boutique in China. The new concept store now in China gives a new feel to our shopping needs. The 3,200-square-foot Shanghai store is the first of its kind, designed by Mr. Slimane and set to sell both men’s and women’s ready-to-wear lines. According to YSL, the retail space’s design references the French Art Deco and Union des Artistes Moderns (French Union of Modern Artists) movements. Key materials include black and white marble and raw concrete with gold, silver, mirror and glass accents, furnished with 1930s-inspired displays.
Slimane’s first collection is expected to hit shelves in January 2013. Until then, the store will carry products designed by Stefano Pilati, Slimane’s predecessor. The French mansion will also be rolling out fifteen new stores in the next year, including a Paris flagship in February. Yves Saint Laurent’s ongoing makeover under creative director Hedi Slimane will take a great leap forward with the opening of its first Saint Laurent Paris boutique – in China.
Do you know Hedi Slimane to Change Name of Yves Saint Laurent? Hedi Slimane’s first big move as creative director of Yves Saint Laurent was to change the brand’s name to Saint Laurent Paris. While the name of the brand will change, the house’s iconic YSL logo a French cultural icon will not disappear. However, Slimane also planned to reintroduce the original fonts that were used when the Rive Gauche line launched in 1966.
Slimane, who took over the creative director’s chair from Stefano Pilati in March, will present his first two collections Men’s Spring 2013 and Women’s Resort 2013 for the house to buyers only. The entire Saint Laurent rebranding efforts are set to be released in several months, when the fashion house’s spring collection rolls out in stores. So far, commenters are just as torn over the Slimane’s realization of the logo facelift as they are over the name switch. We understand that change is hard – perhaps this just will just take some getting used to.
