We didn't think much of the YSL name change rumor when we first heard it but now WWD is reporting that new creative director, Hedi Slimane, has firm plans to change the name of the historic French fashion house from Yves Saint Laurent to Saint Laurent Paris. While this comes as a quite a shock to many, it is within Slimane's power to do so as he was given “total creative responsibility for the brand image and all its collections" when he joined in March. It is also not a terribly uncommon tactic - Dior and Chanel both use shortened versions of their original names.
The new name is expected to be introduced in the next few months and should be in place by the time the spring 2013 collection, Slimane’s first designs for the design house, hit stores. As for the iconic YSL logo, it's not going anywhere. The brand will still use this logo despite the name change.