YSL apparel product line will be renamed
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YFL's ready-to-wear product line was given the name "Saint Laurent Rive Gauche" when it opened its store for the first time on September 26, 1966. Today, it will be renamed "Saint Laurent Paris" and will be officially launched from the Spring/Summer 2013 collection. The old English name "Yve Saint Laurent" and the original brand logo are not completely abandoned. They will still be used in shoes, make-up and other products.
The change of brand name was another big move after the new creative director Eddie Sliman took office. The inspiration for the name change came from the Saint Laurent Rive Gauche, Yves Saint Laurent's first clothing store. Yves Saint Laurent brand spokesman said: "Eddie Slieman's work will 'reshape the YSL brand's original tradition of creation, while respecting the original concept of the brand, to a new direction.'" Pierre Berger, a former partner of Saint Laurent, also expressed his support for Eddie Slieman’s approach. Pierre Berger said: "All actions that respect the brand's original intention are welcome."